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Mobile Marketing

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Module

Length

L.E.A.D. Learning Approach

Takeaway / Content Summary

1

 

Overview

:15M

Learn
  • Introductions, Overview
  • Learning Objectives
  • Opening Activity – Mobile Marketing Readiness Assessment

2

 

What you Need to Know about the Mobile Landscape –

Mobile Defined, Mega Trends, Strategy Models

:30M

Learn
  • Definitions and explanations of the key technologies and solutions used in mobile marketing
  • The 10 mobile media paths and enablers defined
  • Top mega trends impacting the industry over the next decade
  • Five models for developing and effective mobile strategy

3

 

Mobile and the Path to Purchase:

Explore the Role of Mobile

 

1H:00M

Learn
  • Learn about the role of mobile in each of the following ways;
    • Mobile search
    • Activating traditional media with mobile
    • Mobile advertising
    • Mobile coupons & vouchers
    • In-Store engagement
    • Purchase
    • Promotional marketing via mMobile
    • Service delivery via mobile
    • Mobile loyalty & mCRM

Experience
  • Case Studies/Best Practices: Experience how others use mobile during their customer’s path the purchase

 

 

Apply
  • Exercise: Apply your learning to develop a framework that identifies your customer’s path to purchase and the role of mobile during that journey

 

Break

 :15M

 

 

4

 

 

 

 

First Steps in Mobile:

Creating your Mobile Presence

 

 

 1H:00M

 

Learn
  • Learn to create your mobile presence in the following areas;
    • Mobile web development
    • Mobile application development
    • Managing Messaging
    • Mobile search and SEO
    • Mobile social media
    • Content is king
    • Mobile measurement

Experience
  • Case Studies/Best Practices: Experience how others have developed a successful mobile presence

Apply
  • Exercise: Apply your learning and build the framework for your mobile presence

 

Lunch

:30M

 

 

5

Who To Work With:

An Overview Of The Mobile Marketing Ecosystem And How To Source And Work With Each Type Of Partner

:30M

Learn
  • Review the mobile marketing industry structure and review the players

Experience
  • The mobile RFP process: key questions to ask and what to look out for
  • Review RFP examples/templates

Apply
  • Exercise: Build a mobile partner framework

6

 Hands on with Mobile: Building Mobile Experiences

 

2H:00M

Learn
  • Learn how to build the following mobile experiences
    • Build a QR code program
    • Setup and launch a messaging

campaign (SMS, passes, email)

  • Setting up and launch a mobile couponing program
  • Create a mobile advertising program
  • Building out a mobile web site
  • Creating a simple App

Experience
  • Case Studies/Best Practices: Experience how others have created mobile experiences

Apply
  • Exercise: Apply your learning and build your mobile experience

 

 Break

:15M

 

 

7

 Mobile Campaign Exercise

1H:15M

Apply
  • Exercise: Groups respond to a case and build out/develop a mobile-enabled marketing campaign in real-time

 

8

 Building Your Mobile Knowledge

:15M

Discover
  • Discover  more about where to go to get more mobile data, insights and information

9

Wrap Up, Action Plans,

and Final Q&A

:15M

Discover
  • Groups reflect on learning and share highlights
  • Individuals identify actionable goals and build their action plans
When
Begins:Thursday, May 14, 2015 at 8:30am
Ends:Thursday, May 14, 2015 at 5:00pm
Where

Reed Smith
599 Lexington Avenue
22nd Floor
New York, NY 10022

Instructor: Michael Becker

Michael Becker is an intentionally recognized identity & personal information management, connected, digital & mobile marketing, solutions strategic advisor, speaker, entrepreneur, and academic. He advises companies on personal information economy business strategy, product development, business development, and sales & marketing strategies. He also represents them at leading trade groups, including the Mobile Ecosystem Forum. Michael is an advisor to Assurant, Predii, Privowny, and Phoji. He is the co-author of Mobile Marketing for Dummies and a number of other books and articles related to mobile marketing, identity, and personal information management. He is on the faculty of marketing of the Association of National Advertisers and National University. A serial entrepreneur, Michael founded Identity Praxis, co-founded mCordis and The Connected Marketer Institute, was a founding member of the Mobile Marketing Association (MMA), and was on the MMA board of directors for ten years and was MMA’s North American Managing Director for three years. In 2004, Michael co-founded iLoop Mobile, a leading messaging solutions provider. In 2014, Michael was awarded the 2014 Marketing EDGE Edward Mayer Education Leadership Award for his commitment to marketing education.