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Making mobile marketing work  programme
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Making mobile marketing work programme


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  • 1. Making Mobile Marketing Work Using mobile to maximise your business ROI Agenda 09.30 - Welcome Mark Brill, Director, txt4ever and Chair, DMA Mobile Council 09.40- Intro session Introduction to Mobile marketing Objectives of the afternoon Introduction to mobile marketing opportunities Work of the DMA Mobile Marketing Council Mark Brill, Director, txt4ever and Chair, DMA Mobile Council 10.10 The consumer and mobile marketing – Case Study: Orange Gain insight into customer behaviour and attitudes - Exposure2 Learn about different formats and types of mobile marketing o Orange Wednesdays o Blyk case studies o mobile (ad-funded) video o mobile web (home page takeover) o Kit Kat brand effectiveness case study o Red Nose Day o Coke mobile credit the recent Sprite, Dr Pepper, Fanta offer Steve Ricketts, Orange 11.00 - Refreshment break 11.15 - Engagement – Case Study: Marks & Spencer Implementing mobile marketing and how that alters customer experiences Incorporating new developments: In-store barcode scanning Explore organisational considerations and joined up working internally Learn campaign insights from Back to School & Dine In campaigns Sienne Veit, Business Development Manager, Marks & Spencer Direct 12.00- Customer service – Case Study: Directgov Changes to the mobile internet market Why mobile is important to Directgov How Directgov uses mobile Government campaigns Banner campaigns Search Gill Lederfield, Direct Gov Speaker - Lunch 12.30-13.15 13.15 - Building mobile into your CRM strategy Retaining customers Mobile content Maximising user generated content Tim Dunn, Mobile Ineractive Group 13.45 - Campaign development strategy • Company values and marketing aims • Acquiring and managing customer’s data • Delivery platforms
  • 2. • Measuring campaigns 14.15 – Introduction to campaign exercise/assign break-out groups 14.30 – Campaign planning exercise Four groups with speakers acting as facilitators, mobile handsets will be made available for reviewing campaigns. 14.50 – Refreshment Break 15.00 – Campaign planning exercise continues 15.30 – Campaign Review Campaigns are presented to the audience with comments and feedback. 16.30 - The future of Mobile A brief look at technologies and approaches that will be shaping the future. Mark Brill and Tim Dunn 17.00 – Closing remarks 17.05 – Drinks!