Mobile Marketing

Course Overview

Mobile marketing is experiencing huge growth and it’s only going to get bigger! To stay up-to-date, you need to appreciate the unique nature of the mobile channel. In this course, you’ll explore examples of successful mobile marketing campaigns and determine how mobile can become a key element in a fully integrated campaign.  Participants will study leading mobile adoption metrics and four strategic approaches to engage customer targets.  In addition, you’ll identify industry best practices, rules and regulations, and understand how the overall mobile marketing approval process works.

Course Content
The mobile channel for direct marketing is unique and continues to expand. Discover how to summarize and use leading mobile adoption metrics and explain their relevance. And learn how mobile marketing – used as a direct response vehicle – is critical for new integrated marketing programs. 

Part I:   Defining mobile marketing and how it fits in with marketing
This topic explores the definition of mobile marketing and how it fits within the broader practice of marketing. It illustrates the unique nature of mobile marketing and emphasizes the importance of mobile marketing as a key element of a broader strategic marketing program rather than its use for standalone campaigns.

Part II:   Understanding the Unique Nature of Mobile as a Channel and Its Relationship with Other Media and Marketing Programs
This topic provides a detailed overview of the unique nature of the mobile channel. It provides a historical overview of the mobile phone, how it was viewed in the past versus how it is viewed today. Each of the various mobile media paths are reviewed in detail as are the factors that make mobile an extremely effective and personal channel for marketing.

Part III:   Mobile by the Numbers
In this topic, leading market statistics are reviewed, including the overall use of mobile by consumers, the types of phones they’re using and the impact this has on mobile marketing programs. In addition, this topic includes a discussion on what marketers and consumers are doing through and with their mobile phone and channel, and the impact mobile can have on the effectiveness of marketing programs.

Part IV:   A review of common mobile marketing programs
In this module a series of mobile marketing program examples are reviewed and discussed, with particular focus being applied to text messaging, mobile Internet, Voice, and applications mobile channel paths.