Courses - Digital Marketing | Mobile marketing – strategy & planning
Date: 26th Augustl from 9 am – 4 pm
Would you like to be able to accept secure, real-time credit card transactions on your web site? Provide superior service, information and convenience? e-Commerce enables new ways of creating, delivering and capturing value to customers. And its increasingly important in our networked world of global transactions and global competition. But beware: it’s a complex world with many traps for those new to the business.
The mobile phone (cellphone) is one of the fastest-growing marketing media. It’s used by all age groups, from young people watching films, playing games and chatting, to older generations who participate in text messaging competitions and receive product and service offers via messaging. Common to all of these age groups is that the mobile phone has become a remote control for their lives – the only technology with which they have a personal relationship.
The mobile phone’s unique combination of interactivity, multimedia, personal identification and secure payment has made it one of the most important ”new” media. But, like any new medium, it raises many questions: How can I use the mobile phone in my marketing mix? Should cellphones be integrated with existing campaigns or is it best to create stand-alone mobile campaigns? What can I expect to get out of campaigns? Which target audiences are best addressed with the various mobile marketing technologies? What are the legal issues? And so on.
All of these questions and many more will be answered during the course, and you will also get access to data from other mobile marketing campaigns within telecommunications, professional services, FMCG and B2B.
This course is for you if:
- You are considering using mobile marketing, but are unsure about how it fits your target audience or your product
- You are used to using dialog marketing either offline or online, and can see the opportunities presented by mobile marketing, but need a little help to get started
- You have used mobile marketing before, but haven’t exploited its full potential
- You have a target audience between the ages of 12 and 35, and don’t think your usual media are having the same effect as before
What will I get out of the course?
- An understanding of how to use the mobile phone as a campaign tool, and what you can expect from it
- Knowledge of the five most widely used methods used in mobile marketing
- Knowledge of the most important tools in mobile marketing, including: text messaging, mobile links, WAP, permissions, mobile banners and tracking
- Insight into the most important legal issues
- A method for planning, executing and evaluating a stand-alone mobile marketing campaign
- A method for integrating mobile media into existing campaigns
- Data from other mobile marketing campaigns so that you can compare these with your own results
The course is based on cases, and builds upon experience of such campaigns for companies like Telia, Danske Bank, DONG Energy, detOkay, Unilever, AXE, Nordisk Film and many others. Using these cases, we will work with:
Campaign concepts
- Text messaging campaigns: voting, quizzes (as seen on TV)
- WAP campaigns: from simple mobile links to WAP pages with video, ringtones, e-mail and music
- Mobile platforms: large and small mobile sites that resemble websites but which can be seen on 2.5” screens
- Mobile sales: From sales of ringtones to petrol
The mobile media mix and permission databases
- Text messaging: are you allowed to send messages to your customers?
- P-SMS: buying the right to send a text message to a third party
- Mobile banners: how do they work – and what can they do that normal web banners can’t?
- Text messaging response: Using offline materials to generate contacts
- Which target audiences respond best to which types of concepts?
- Data from other campaigns and platforms
- Which target audiences use which technologies?
Planning a stand-alone mobile marketing campaign
- Definition of the campaign’s objectives and key performance indicators (KPIs)
- Selection and development of the campaign concept
- The ROI model for the campaign
- Selecting a media mix for the mobile marketing campaign
- Setting up tracking
- Roll-out
- Evaluation
Planning an integrated mobile marketing campaign
- What role can or should the cellphone play in the overall campaign?
- Developing an integrated concept (including content)
- Choosing a media mix for the mobile marketing campaign
- Setting up tracking to map media efficiency
- Roll-out
- Evaluating the overall campaign – and the mobile phone’s contribution
The 10 most important points when you use mobile marketing.
The 10 most common mistakes of mobile marketing campaigns.
Instructor:
Hans Lerwick Theisen
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