Course Outline
Modules
Mobile as a Media Channel
Mobile is a key device for brand and media engagement. Over 28% of people in the UK are accessing the Internet via mobile devices. Smartphones account for over 25% of all mobile users and over half of these have downloaded an app (OfCom, 2011). The Internet Advertising Bureau’s Mobile Day Study (2011) found that it was the most used channel between 6-9pm. For 27% of people, mobile was the first choice for accessing media and content.
This master class will focus on the latest developments in mobile content, apps and mobile marketing, looking at: technologies, key and emerging channels, users and how to generate revenue. Case studies will be used to look at successful deployment of mobile content and brand campaigns to engage target audiences.
Led by two of the leading UK experts on applying mobile technology, Mark Brill and Tim Dunn, they will share their in-depth knowledge and initiate lively debates around the developments in this fast moving field.
Master classes can be tailored to look in more depth at:
- Mobile apps for marketers
In the last four years apps have exploded to the point that there are over 300,000 of them in iTunes and nearly 500,000 in Android Market. With it, brands have offered their own apps for engagement, branding and service. However, just 5% of free apps are used once, or never at all. Creating the perfect branded app is full of pit-falls. This master class looks at successful and unsuccessful branded apps to find out what goes in to creating the perfect engagement.
- Mobile advertising
Along with mobile Internet, mobile advertising is experiencing a rapid growth. With a surge in mobile search and app display ads, rich media advertising and emerging location-based marketing, it is essential that marketers keep up-to-date on options in mobile. This master class takes a closer look at advertising opportunities in the mobile space.
- Mobile strategy and planning
This master class will look at how to develop a cross-platform strategy to effectively engage audiences, with a focus on mobile consumer interaction and how to integrate mobile with other marketing channels. This master class combines practical exercises and theory to equip you to develop and implement a mobile strategy.
- Near Field Communication (NFC)
2012 will be a big one for mobile payments and contactless in particular. With offerings from Google, BlackBerry, Mastercard and Visa it is estimated that 25% of phones will have NFC by the end of the year. However the potential for engagement goes much further than payments and ticketing. NFC offers a new communication channel for both brands and individuals. This master class takes a closer look at what NFC means for the future of mobile.
Social Media, Mobile Media and Gamification
Two-thirds of marketers do not fully understand what ‘gamification’ means, according to research, despite 78% believing that customers are more likely to respond to marketing with a gaming element (October 2011, NMA). A DMA study (Sept 2011) found that 47% of people have interacted with brands through social media and 48% of them are accessing social media via their mobile phones.
This master class will develop your understanding of social media and mobile media channels and key user drivers, by looking at past, current and future trends, examining user behaviour, relevance of game play and how ‘gamification’ drives user engagement. Case studies will be used to look at brand engagement in mobile and social media.
Led by two of the leading UK experts on applying mobile technology, Mark Brill and Tim Sparke, they will share their in-depth knowledge and initiate lively debates around the developments in this fast moving field.
Master classes can be tailored to look in more depth at:
- Viral and Video Marketing
48 hours of video are uploaded to YouTube every minute and according to ComScore figures one in two people share videos. Brands need to produce increasingly compelling video content to ensure virality, but they have to make sure their seeding strategy is spot on too (NMA, January 2011). This master class looks at the emergence of virals, as games, video and beyond, using case study examples and examining the process of creating a viral campaign from hitting the brief to publishing, seeding and tracking performance.
- Facebook marketing
Both Twitter and Facebook tell us that over half their users are ‘mobile’. People spend more than five times as much time on Facebook than on any other site and more than 90% of social networking time is spent on Facebook (Ofcom report, 2011). This master class takes a closer look at Facebook and its influence on brand engagement.
- Using Twitter
This master class will take a closer look at how Twitter can enhance a business profile and customer engagement.
Television and Convergent Media
Television is no longer a single media channel; as a combination of IPTV and convergent devices it can be delivered to different platforms, mobile phones and tablet devices playing an increasingly significant role. But 88% of marketers don't have IPTV strategy - marketers face missing out on the advertising opportunities offered by internet-connected TV (IPTV) by not developing a strategy to exploit the technology, according to a report by Internet Advertising Bureau (IAB) and multichannel video agency Adjust Your Set (October 2011, NMA)
This master class will focus on the latest developments in IPTV and mobile, developing your understanding of convergent devices as a content delivery platform and the changing shape of user relationships with television. Case studies will be used from mainstream television and independent producers including some highly creative content.
Search Engine Marketing and Analytics
Many of us working in the online industry take search for granted, but there are still plenty of brands that are only just taking their first steps into search. According to a survey conducted by Internet Advertising Bureau (IAB), 78% of Search Council agencies said search can build brand either directly or as part of the full user journey, reflected by actual use, and 70% include brand building as a primary objective of SEO and over 50% for PPC. 100% of Search Council agencies felt all of their clients could do more to integrate search.
This master class will develop your understanding of organic and paid for search marketing and a range of advanced search tools, and their value in the marketing mix for brand building, awareness raising, generating leads and boosting sales. The session will also review web analytic tools, and their importance in providing digital insight into visitor characteristics and behaviour.
Master classes can be tailored to look in depth at:
- Mobile search
This master class takes a closer look at mobile organic and paid for search marketing.
- Effects of social media on search
This master class will examine the relationship between social media and search, and the impact it can have on reach and brand visibility.
- Search re-targeting and real time bidding
This master class takes a closer look at optimising audience targeting at ad-impression level with data-driven campaigns.
- Eye tracking
This master class takes a closer look at the importance of page position and ranking in organic and paid for search results.
- Making sense of attribution modelling
Attribution modelling involves comparing the effectiveness of different elements of a brand’s online marketing activity in order to apportion commission more fairly. This master class takes a look at how attribution modelling works in practice.
Affiliate Marketing
Affiliate marketing has long been established as one of the most effective ways of driving sales online, with anticipated sales reaching £4.6bn last year, according to eConsultancy.
This master class will develop your understanding of the benefits of affiliate marketing and the process of implementation, by looking at affiliate partners, tools and technologies, as well as integration with a search engine marketing strategy.