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Content Area
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Agenda
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Welcome and Objectives
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- Who we are
- What the session will cover
- Go around room to discover previous knowledge
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The Mobile Consumer Landscape
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- Potted history of mobile
- The mobile digital native: Choice, Access and Independence
- How has consumers’ behavior with their phone changed
- The mobile consumer today – what they are doing and where
- The mobile internet
- Major sites and media consumption
- App uptake
- Email and IM
- Social networking
- Gaming
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The Mobile Marketplace
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- The mobile marketplace and landscape
- The major players and how they work
- Key operator and platform developments
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Mobile Technology
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- Introduction to mobile technology – the development of mobile from simple SMS into a complex multimedia landscape
- Technology today and the speed of change
- Smartphones and Feature phones
- Tablets – contextualize the discussions around tablets/mobility
- 3G – definition, also refer to 4G to define, detail of implications will come later
- Importance of mobile OS
- App Stores
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The Mobile Consumer
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- How consumers use mobile
- Mobile commerce
- Mobile commerce channels
- Mobile shopping behavior
- Understanding mobile traffic analytics
- Mobile insights
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Exercise
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- In groups, develop a strategic mobile roadmap for your client
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The Impact On Marketing
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- Mobile Advertising Spend
- Smartphone penetration
- Ad categories
- Mobile Display Networks
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Mobile Strategy
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- Mobile as part of an integrated strategy – why clients/your brand should be using mobile
- What mobile is good for
- Mobile with other media channels
- Channels and Benefits
- Strategic roadmap for deployment
- Mobile opportunities
- Relationships---Nike/Purina/Miller
- Conversion to sales
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Introduction to Mobile Advertising
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- Mobile Ad networks
- Player landscape
- Ad formats and CTAs
- Google
- Greystripe
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Exercise Mobile website review
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- Use your phone to see clients mobile website
- How would you redesign your clients mobile web experience?
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Mobile Apps
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- Why have an app?
- A look at the key developments in the application space and app stores including the value of being at the top
- Free vs. paid apps
- Apps done wrong—Audi
- How to promote your app
- Key questions to ask about developing an App
- App analytics and optimization
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Mobile Messaging
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- SMS/MMS and short-codes
- Acquisition, Response, uplift and CRM
- SMS campaigns
- SMS Campaign—Guinness
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Mobile Search
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- Overview of search as applied to mobile
- Paid Search and ad options
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Summary
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