Course Overview
“Put your best people on mobile. It's where the puck is headed". This call to action from Google’s Eric Schmidt raises many questions for clients and agencies engaged in promotional marketing. The time has come to grasp the role mobile plays in the purchase cycle for your customers.
This course guides you through the privacy and technical challenges inherent in getting started with mobile, shows you how to integrate mobile into your campaign planning and addresses the broader application of mobile to meet your brand’s marketing, CRM and commerce needs.
The course will give you the knowledge and skills to harness mobile marketing successfully and add real, measurable value to your promotions.
The aim of the course
This interactive one day course provides a detailed overview of the mobile marketing opportunity, practical guidance on developing mobile strategy and execution, and the tools which evaluate feedback.
Mobile marketing allows you to develop highly targeted, time and location sensitive promotions with your customers at all stages of the purchase cycle: consideration, online purchase or point of sale, and post purchase.
This course is intended to be a comprehensive general introduction to the subject. During the day you will learn from mobile experts, learn the theory, see practical examples and learn why some won awards, and others fell short of expectations.
Who the course is designed for
The course covers both strategy and tactics and will benefit those responsible for digital strategy and tactical implementation, both brand and agency side, both existing and potential IPM members.
Course content
| Intro | - Existing mobile knowledge, learning objectives
- Assessment of mobile campaigns (good and not so good).
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| Context | - Key stats and trends on mobile and tablet ownership, SMS messaging, mobile web, Apps, mobile commerce, location based promotions, coupons and QR codes.
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| Challenges | - Permission (incl T&Cs, opt-in / out)
- Technical
- Integration
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| Strategy | - Intro to the role of mobile throughout the customer journey, from awareness building to consideration, trial, purchase and long term loyalty.
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| Group exercise 1 | - Critique of topical mobile promotions, campaigns and services
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| Execution | - Presentations on the core mobile formats: enterprise messaging, mobile web, Apps, mobile advertising, Location Based Services, mCommerce and coupons. Includes demystifying the mobile web v App debate.
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| Group exercise 2 | - Delegates break into groups to develop and present mobile campaigns based on the points raised in the execution session.
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| Summary | - Mobile quiz. Group summarises key learnings and creates crib sheet for future mobile implementation, including useful links to data, legislation, commentary, case studies, award entries.
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Course Tutors
The course will be delivered by:
Rob Thurner, Mobile Consultant
Richard Pink, Pink Key Consulting and IPM Associate Director of Education
Guest speakers:
Andy Smith, Client Services Director, Eagle Eye
Caroline van den Bergh, Head of products at Golden Gekko
How to enrol
Click here for an enrolment form
For any further information please call the Commercial Manager - Education Jody Bratley on 020 7291 7742 (jodyb@theipm.org.uk) or Education Manager Stephanie Cooper on 020 7291 7730 (stephaniec@theipm.org.uk)
Cost
£520 (+VAT) for IPM members
£680 (+VAT) for non-members
The price includes a light buffet lunch.
Places on this course are limited to maintain a good delegate to tutor ration – early booking is therefore recommended.
Terms & Conditions
All course fees are payable prior to the date, or commencement date, of the course. Should you be unable to attend, a substitute delegate is welcome at no extra charge - please simply notify the Institute of any changes. You may change the date of attendance or cancel attendance at a course subject to the following scale of charges:
| 21+ | 0% | 20% |
| 14-21 | 20% | 50% |
| <14 | 30% | 100% |
There are no refunds for a 'failure to attend'.
The Institute reserves the right to cancel a course, change the venue, amend the dates and or the fees and course tutors at any time and without prior notice.