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Step 3: Two Elective Courses  
Essential Mobile Marketing
 
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Course Overview
Mobile marketing is experiencing huge growth and it’s only going to get bigger! To stay up-todate, 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
Define mobile marketing and how it fits with marketing.
  • 7 mass media
  • 3 Applications to mobile marketing
  • Marketing across the customer lifecycle
  • Define mobile advertising and mobile commerce
 
Understanding the unique nature of mobile as a channel
  • Its relationship with other media and marketing programs
  • Mobile phones
  • The push and pull of mobile
  • Media paths for mobile
Mobile by the numbers
  • Measuring the mobile market
  • Market statistics
  • Types of handsets
 
A review of common mobile marketing programs
  • Common consumer engagement tactics
  • Case studies
 
Reviewing the mobile channel path applicability scorecard
  • Factors influencing applicability of mobile use
  • Mobile channel path scorecard
  • What these numbers mean to retailers
 
Detailing the spheres of the mobile ecosystem and picking partners
  • Definition of a mobile ecosystem
 
Identifying the strategic approaches to mobile marketing
  • Checklist for picking mobile provider partner
 
Understanding the rules of the game
  • Industry self regulatory practices
  • Text messaging mobile campaign process flow
 
Online Course Price Option - Pay as you go:
DMA Member $189/course
Non_Members $219/course
Certification & Testing Fees Included $250 value
 
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