University News Last updated 08 July 2010
A mix of businesses from across the country gathered in Birmingham to understand the magic behind the latest revolutionary tools in Mobile Marketing.
Presented by the DMA (Direct Marketing Association) and in partnership with Birmingham City University, this one-day practical workshop demonstrated effectively the range of channels available to create stimulating and engaging Mobile Marketing campaigns beyond Short Messaging Services (SMS).
Internationally acclaimed brands and leading mobile practitioners (Including M&S, Orange and DirectGov) worked with participating companies, to detect tools used to manage client expectations, enhance business profiles and identify the best ways to generate and maintain interest.
Mark Brill, Director, txt4ever and Chair, DMA Mobile Council introduced the session by giving a summary of mobile marketing opportunities and the importance of this rapidly expanding media channel. He said: “From a brand perspective it is essential to gain insight into how people engage with their environment. Customers have access and knowledge of the latest technologies, so it’s vital therefore, brands are aware of it too, before it is too late.
“Birmingham City University has been successful in recognising the demands of local businesses, by responding to the needs and putting them in touch with brands in this area. We intend to work a lot more with the University to develop this process.”
The afternoon saw Sienne Veit, Business Development Manager, Marks & Spencer Direct and Gill Elderfield, Head of Mobile and TV, Directgov share experiences and deliver live demonstrations on implementing mobile marketing campaigns and the effects it has on their customers. Whilst Tim Dunn, Director of Strategy, Mobile Interactive Group finished off the session with a fun overview at technologies and approaches that will be shaping the future.
The workshop got the thumbs up amongst those present and the overall response reflected Dave Heywood’s (Marketing Executive from Digital 2.0) comments. “The Making Mobile Marketing Work event was a fantastic event with real world, valuable case studies demonstrating the power of the channel and giving plenty of inspiration for my own campaigns!"
Andrew Hartwell, Director of Substrakt limited, attended the workshop. He said: “The mobile device has now become an important consideration in our development process, and we are keen to ensure mobile users can effectively access our web content. The Making Mobile Marketing event gave us the opportunity to explore new development methods and refine current ways of providing content to mobile users”
The NTI (New Technology Institute) is responsible for running the event with the DMA and is part of Birmingham City University’s Faculty of Performance, Media and English. NTI specialises in delivering externally funded projects to assist local businesses in the entrepreneurial elements of their business as well delivering Apple and Adobe Accredited training.
Sara Middleton, Director of NTI, said: “The NTI has worked hard to establish successful relationships with top brands and leading agencies. Working in partnership with the DMA, has helped to develop innovative processes to ensure we remain at the forefront of enterprise and the digital agenda.”