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Mobile Marketing: Best Practice Guide
B2B Marketing, June 2011, Pages: 90
Mobile marketing has the potential to fundamentally change how B2B communications is conducted, allowing decision makers a deeper and more personal brand engagement at a time and place to suit them. This mobile marketing best practice guide examines how B2B brand s can use the many forms of mobile marketing (from SMS to apps) to maximise opportunities for customer-engagement and presents practical advice and guidance on their implementation.
Overview:
Whether you're the CEO of a global corporation or a one-man band operating a business on a shoestring budget, you'll regard your mobile device as a critical tool. Mobile marketing has become such a broad and sophisticated channel that many pioneering brands are now reaping the benefits from mobile CRM, apps and much more. While the explosion in usage of smart phones is making mobile a richer media landscape, it presents challenges for marketers wishing to effectively reach their target audience through the mobile channel.
This is as much to do with damage limitation, then it is about winning new business – as a prospect or customer having a bad experience on your site, when using their mobile, will damage your business reputation. It is therefore critical that marketers and business managers become familiar with how it is best used to communicate with their customers and prospects.
Mobile apps also offer users the ability to interact with brands in a highly focused and convenient way andthe potential of hugely popular tablet devices for even more intuitive interaction is only starting to be understood and will no doubt evolve rapidly with the technology. Yet at the same time, SMS remains a powerful tool for business brands in the right context, and is still the number one communications tool and the reason why smartphones became popular in the first place.
This best practice guide will explore all the breadth of mobile marketing options available to B2B brands, and help marketers understand the issues inherent in their implementation and matching of the most appropriate ‘flavour' of mobile marketing to their needs of their specific business audience.
This guide will help you:
- Understand the implications of mobile marketing – get a grounding in how the different mobile techniques work
- Develop a mobile marketing strategy – set objectives & plan resources
- Optimise your communications for mobile – ensure both push and pull marketing is mobile-friendly
- Engage business decision makers at a time to suit them – offer customers and prospects access to key product and service information when and where they want it
- Prepare for the future of mobile marketing – get ready for the evolution of new formats and emergence of new opportunities.
This guide covers:
- Planning and strategy – advice on how to develop your content strategy
- Mobile email – ensuring your messages are optimised to be read and received via smartphones
- SMS text messaging – how and when to use this most basic of mobile delivery platforms
- Mobile apps – creating apps for your audience
- Social media – allowing social engagement on the move
- Mobile CRM – leveraging opportunity for sales force engagement via mobile devices
Who should buy this guide?
This course is suitable for those professionals involved in planning and managing marketing campaigns, either in-house or agency side. The content of this seminar will be most prevalent and beneficial to head of marketing, marketing managers, sr marketing executives, eMarketing professionals, account managers, VP of marketing and creative designers.
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