Mobile Marketing. Student Handbook. Syllabus Version 5.0

Mobile Marketing Student Handbook Syllabus Version 5.0

Copyright All rights reserved worldwide under International copyright agreements. No part of this document can be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior written permission of Digital Marketing Institute Limited. This course uses a number of trademarked brand names, symbols, slogans, and logos. Digital Marketing Institute acknowledges that these works are the property of their respective owners and maintains no rights to these trademarks. They are presented here for educational and demonstration purposes only. Digital Marketing Institute Marina House 11-13 Clarence Street Dun Laoghaire Co Dublin Ireland Tel: +353 (1) 5311 200 info@digitalmarketinginstitute.com Copyright 2015 Digital Marketing Institute 1

Module Overview Course Outline: Mobile Marketing This session will help you to create and deliver effective mobile marketing campaigns. The session will cover the concepts and trends underpinning mobile marketing, and take an in-depth look at SMS campaigns and mobile optimized websites. The course lecturer will explore the business justification behind developing an app, and work through a standard app development process. QR codes and proximity marketing are discussed, as well as the social media channels that are now an important feature within any Mobile Marketing campaign. Topics covered within the Mobile Marketing module include: Key Concepts Proximity Marketing Trends in Mobile Bluetooth Opportunities and Risks QR Codes Mobile Devices Mobile coupons and ticketing SMS Content Implementation SMS Strategy Strategic Steps Mobile Advertising Marketing Goals Mobile Optimized Websites Review and Testing Mobile Apps Key Trends The Big App decision? Social Media Channels DMI '6 Step' Process Laws & Guidelines Module Goals: Mobile Marketing The Mobile Marketing module enables you to develop the knowledge and skills to utilize the power of mobile technologies as a way to access increasingly mobile consumers. You will look at the emergent trends within the mobile space and recognize the new opportunity afforded by always on mobile devices, for interacting effectively with specific audiences based on context and location. The module covers the key concepts and terminology used within the field of mobile marketing and provides you with the technical knowledge and skills to build and maintain an effective mobile marketing strategy. You will develop the knowledge Copyright 2015 Digital Marketing Institute 2

and skills to run effective campaigns through the selection of appropriate tools and resources, and through mobile subscriber list management techniques. You will learn about mobile advertising and the range of technologies that are available to help engage with consumers such as SMS, NFC, Mobile Sites, Apps, Bluetooth and QR Codes. You will also recognize the importance of suitable campaign messaging, and the need to validate marketing activity with campaign trials, reviews and ongoing analytics and measurement. You will learn about mobile apps and be able to apply the DMI 6 Step Process for designing and developing effective apps. You will also appreciate how mobile marketing integrates with the latest advances in Social Media Marketing. Program participants will be aware of data protection and the important privacy issues associated with Mobile Marketing. Personal Objectives This is an opportunity for you to record your personal objectives for this course that are specific to your job or role or aspirations. Please indicate your personal objectives below: Copyright 2015 Digital Marketing Institute 3

What is Mobile Marketing? Mobile Marketing is any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device. Mobile advertising is the strategic approach to generating value and engagement with customers through the mobile channel. Definition: Mobile Marketing is marketing using mobile devices in order to disseminate promotional or advertising messages to targeted customers through ubiquitous wireless networks. Copyright 2015 Digital Marketing Institute 4

Glossary of Terms Ad Impression Ad Unit Ad Network Ad Space Advertiser Analytics App App Monetization Banner Ad Click to Call Conversion tracking CPA Mobile Campaign CPD Mobile Each instance that a consumer is exposed to an ad. An advertising vehicle (e.g. mobile banner) that includes creative assets inside a mobile ad space. A system that aggregates ad inventory from publishers and operators to efficiently match the inventory with advertiser demand. The area within a mobile app or mobile website dedicated to displaying ads. An organization that wants to get its message to the right audience, efficiently and effectively. Technology used to understand what is working within a Mobile Marketing campaign and what s not, based on data collected during the campaign. An app is a mobile application, short for "application". An app is typically a small, specialized program which is downloaded onto a mobile device. Apps can be downloaded from an app store which is a centralized repository of mobile applications. These include: Apple App Store, Android Marketplace, the Blackberry App World and Google Play Store. Making money from a mobile app through advertising, app download promotion, or other methods. A mobile ad unit that employs simple creative assets and hyperlinks. A service within an ad that enables a mobile user to initiate a mobile phone call by clicking within a mobile ad. Conversion tracking gives advertisers visibility into how consumers are interacting with their brand throughout the marketing funnel. Advertisers can define traceable events on mobile websites or within apps to assess consumer engagement or the impact of direct response campaigns. "Cost Per Acquisition" campaign: an advertising model where the advertiser pays for each specified action linked to the advertisement, typically registration for an online application. "Cost Per Download" campaign: an advertising model Copyright 2015 Digital Marketing Institute 5

Campaign Geo-fencing HTML 5 Impression In-app Ads Interstitial Ad Inventory Location-based advertising Mobile Marketing Mobile Ad Server where the advertiser pays for each specified action linked to the advertisement, typically the downloading of an application or other file. A technology that allows an advertiser to select a geographic point using latitude and longitude information and then to create a virtual "fence" around that point of a given radius (e.g., an advertiser can pinpoint a bank branch, then deliver a specific ad to anyone who comes within a 200 meter radius). Ads delivered through geofencing typically yield higher conversions and better ROI for advertisers. An emerging standard markup language for presenting and structuring information on the web, including the mobile web. Most modern mobile and desktop browsers support HTML 5. The number of times an advertisement is displayed. Mobile ads that appear within a mobile app. This can include standard banners, video and rich media ad formats. A mobile ad unit that appears between two views within a mobile website or mobile app. "Interstitial" derives from "interstice" which means "a small space between things, especially when part of a series of uniform spaces and parts" (think of a picket fence, which has interstitial spaces between slats). Available advertising space on all mobile channels, including video, in-application, SMS, audio and mobile web. When a mobile ad unit is delivered based on specific geographic coordinates (latitude/longitude, DMA or other) of a mobile user. Mobile Marketing is marketing using mobile devices in order to disseminate promotional or advertising messages to targeted customers through ubiquitous wireless networks. A scalable, high-performance system made up of hardware and software that reliably delivers mobile ad units across all mobile channels. Copyright 2015 Digital Marketing Institute 6

MRAID Ad Near Field Communication (NFC) Re-marketing Remnant Inventory Rich Media SMS Smartphone Targeting Video Interstitial An acronym for "Mobile Rich Media Ad Interface Definitions," a specification written by the Interactive Advertising Bureau (IAB). A set of standards for smartphones and other mobile devices that allows them to communicate over short distances (typically less than 4cm or 1-3/4 inches). A system that allows you to continue to show ads to people who have visited your mobile website. Advertising space that a publisher or operator is unable to sell directly through its sales force. It is typically sold at a discounted price through mediation. A broad range of interactive and engaging ad formats, including expandable banners, embedded audio and video. Stands for "Short Message Service". Generally used to describe text messages sent to a mobile device. The original SMS specification limited messages to 160 characters in length. If multimedia elements are associated with a message, it's referred to as an MMS. A smartphone is a mobile phone built on a mobile computing platform, with more advanced computing ability and connectivity than a feature phone. Functions include mobile phone, camera phone, portable media players, lowend compact digital cameras, pocket video cameras and GPS navigation units. The ability to aggregate inventory by demographic, contextual and behavioral traits in order to reach a particular group of prospects. A video interstitial is an interstitial mobile ad unit that displays a video between views within a mobile app or between pages within a mobile website. Copyright 2015 Digital Marketing Institute 7

Resources and Recommended Reading For the most up to date information on Mobile Marketing please see the following online resources: IAB Guidelines Our Mobile Planet Mobile Marketing Association Mashable Creative Examples Forbes Various http://www.iab.net/guidelines/508676/1488/mobileplatform http://www.thinkwithgoogle.com/mobileplanet/en/ http://www.mmaglobal.com/ http://mashable.com/ http://www.celtra.com/gallery http://www.forbes.com/sites/ciocentral/2012/01/04/5- mobile-ad-trends-for-2012/ See also the following publications for further information and analysis about mobile marketing: Martin, Chuck. Mobile Influence: The New Power of the Consumer. Palgrave Macmillan, 2013. Rowles, Daniel. Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising. Kogan Page, 2013. Pasqua, Rachel. Mobile Marketing: An Hour a Day. Winsome Books, 2013. Nicol, Dirk. Mobile Strategy: How Your Company Can Win by Embracing Mobile Technologies. IBM Press, 2013. Copyright 2015 Digital Marketing Institute 8

Course Slides Slide handouts can be found on your course page of the Class Network. Lecture Notes are included in the slides. Practical Exercises Exercises are used throughout the lecture series to reinforce points of learning and important competency. The tasks may be research-based in the context of the module concerned, or reflect the practical application of skills and learning. Though these are not marked, completing the Practical Exercises will be of benefit to your learning and you are strongly encouraged to attempt all exercises. Copyright 2015 Digital Marketing Institute 9

Personal Action Plan Now that you have completed this course on Mobile Marketing how will you use the concepts and skills you have learned? Creating a personal action plan can help you to stay on track and on target. In this post-course exercise you will be asked questions to help you plan your short-term and long-term goals. I am already doing these things well: I want to improve these areas: I have these resources to help me: Copyright 2015 Digital Marketing Institute 10