| Date | 7th October 2009 (9:30am – 4:30pm) |
|---|---|
| Venue | Econsultancy London, London, United Kingdom |
| Trainer | Helen Keegan |
| Duration | 1 day |
| Cost | $825.00 |
About the course
Overview
New for 2010, this is an up to the minute one-day training course that will uncover how mobile is transforming marketing. Why does everybody want to have an iPhone app all of a sudden? What does Google’s Android mean for mobile? How does mobile search differ (if at all) to online search?
So far, we have learned lessons from mobile. The main one being that mobile is not simply a smaller version of online. With this in mind, we go into what truly makes mobile unique, what makes for a successful mobile marketing campaign, why mobile has not worked in the past and how mobile is taking hold.
The course starts with a look into the six characteristics that make mobile marketing unique and moves on to planning and implementing a campaign. It covers integration with existing marketing channels and includes plenty of up to date case studies and the chance to put these ideas into practice.
Who should attend?
This course is designed for brands, agencies and any organisation which wants to learn more about how the mobile channel can be used effectively as part of the marketing mix. A basic understanding of marketing is useful, though knowledge is not assumed. This is not a technology course.
How will I benefit?
You will understand what makes a successful mobile marketing campaign and be able to take confident steps in implementing this campaign. You will also be able to sell mobile marketing concepts into your organisation to colleagues and stakeholders. One of the key benefits of the course is the action learning network – support provided by the trainer and your peers beyond the training room.
What will I learn?
The course is split into four segments;
1. Foundation
- Establishing the delegates understanding and experience within mobile marketing
- Running through core principles
- Opportunities, including size of the prize, industry statistics
- Discussing the 6 areas of mobile marketing (Dialogue, Content, Integration, Location Based, Transactional, User Generated)
- Case studies and interactive module
2. Knowledge
- Planning a mobile campaign
- Testing and measurement, including Analytic tools
- Best practice
- Mobile search
- Community vs. Database
- Case studies and interactive module
3. Practice
- Team project - create a multi-channel mobile campaign
- Road testing the theory
- Understanding the metrics
4 Application
- Learning in action
- First steps into mobile channels
- Getting stakeholder buy in
- Barriers to entry
- What to do next
- Beyond the training room
Key learning outcomes
You will be able to be able to understand, plan and create mobile marketing campaigns for your business. You will understand current trends and where mobile is heading. You will be able to work mobile marketing with confidence and you will also have the support to make an impact.
Trainer
Helen Keegan
Managing Director, Beep Marketing
A marketing communications professional, Helen specialises in mobile marketing and in particular how to initiate and leverage customer relationships by using the mobile phone. Helen at the birth of the mobile marketing industry in 2000 and was head of customer experience at ZagMe, the wireless precision marketing pioneer. Here she recruited more than 85,000 customers in Lakeside and Bluewater shopping malls and ran more than 1,500 SMS (text message) marketing campaigns for over 150 leading retail clients, agencies and brands including Esprit, Nike, TopShop, HMV and Waterstone's.
Today, Helen runs her own mobile marketing consultancy, BeepMarketing, developing mobile strategies and implementing mobile marketing campaigns using a range of mobile technologies for many blue-chip and agency clients including Scottish Courage, UIP, Vivendi Universal, Sony Ericsson, Emap, Samsung and Danone.
