Mobile Marketing Workshop: Turning the Cell Phone into the “Sell” Phone
Ball State Indianapolis Center
April 28, 2009, 9 a.m.–4 p.m.
Cost: $199
Register Online
Presenters: Michael Hanley, Ball State University, Institute for Mobile Media Research; Michael Becker, V.P., Mobile Strategies, iLoop Mobile Inc.
With 4 billion global mobile subscribers—263 million in the United States—and traditional media channels fragmenting into micromarkets, the mobile channel is emerging as a powerful medium for business to business and to direct customer engagement. Local advertisers and agencies are just beginning to understand the opportunities that this targeted media channel offers.
In this one-day seminar, advertisers and marketers will learn about the mobile marketing ecosystem and the key players; what strategies and tactics are used for mobile advertising, marketing, and promotions; how to create a mobile campaign and measure success; and the regulatory environment, best practices, and resources within the industry.
Mobile Marketing Workshop Outline
April 28, 2009
Session 1: 9:00 – 9:30
Introduction to Mobile Marketing: The Ecosystem and Key Players
You will be introduced to the mobile marketing landscape. We’ll define mobile marketing, look at some key research data, review mobile marketing strategies and tactics, and provide you with an overview of key players within each sphere of the mobile marketing ecosystem
Session 2: 9:30 – 10:15
Marketing Via the Mobile Channel
You will learn how to determine the right mobile strategy, the delivery channels for mobile content, the pros and cons of delivery methods, and how to use mobile advertising, marketing and promotions.
Session 3: 10:30 – 11:15
Mobile Marketing Case Studies
You will be provided a detailed overview of leading mobile marketing case studies. We’ll look at how to reach mass and local markets using SMS, mobile Internet and voice/IVR, and learn how to reach niche markets using Bluecasting, video, sweepstakes and mobile content applications. We’ll review how QR codes and location-based techniques are used effectively. And we’ll break down each program type and discuss what works and does not work for mass-market and local retail market campaigns.
Session 4: 11:15 – Noon
How to Launch a Mobile Campaign
We will review what it takes to set up and launch mobile marketing programs, and look at the mobile technologies and creative options available. You’ll be introduced to various ways to monetize the mobile channel and learn the importance of using traditional media to support mobile programs.
Session 5: 1:00 – 1:45
Mobile ROI: Measuring the Campaign
We review the steps taken to effectively measure mobile campaigns, what can be measured, and the measurement process. Key metrics and analytical methods for measuring the results of a mobile marketing campaign will also be discussed.
Session 6: 1:45 – 2:30
The Tools and Technologies to Succeed
We’ll discuss the options available to marketers and agencies for conducting a mobile campaign, and we’ll review the technologies needed to succeed, including viewing a real-time mobile campaign demonstration. A roadmap to launching a successful campaign will also be discussed.
Session 7: 2:45 – 3:30
Regulations, Best Practices and Resources
We review the key issues for launching a mobile campaign, and review governmental and mobile carrier regulations and industry best practices, key resources for industry statistics, and describe how a campaign gets certified and approved.
Session 8: 3:30 – 4:00
Where Do You Go From Here?
Q&A session. Introduce local mobile marketing providers and resources.