Learn how to integrate mobile into your digital strategy and how to adapt your current marketing to be mobile friendly.
Can your business afford not to take mobile seriously?
Mobile web usage is growing at a phenomenal rate. It’s not just limited to booking cinema tickets with Orange Wednesdays; businesses are now fully trading and engaging with other businesses, all from that little gadget which used to only make phone calls.
- 24% of the UK population now has a smart phone, with the fastest adoption rate in Europe
- 23% of all time spent on the web is accessed via mobile devices
- 20% of all searches to be on mobile, by 2012
... these are massive statistics and they are only just about to grow! These changes in the way we access the web are having a huge impact on how we all will do business to business. Can you ignore the fact that your digital communications is not geared up to this new and growing user experience?
Where do I need to be today, let alone the future!
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.
This intensive half day seminar will cover:
- Planning your mobile marketing strategy. How much should you spend (currently 1% of digital budget) and analytics
- How apps can transform your business
- Mobile friendly sites and data capture
- SMS and email - reaching people on the move
- Case studies
Who should attend?
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.
2.00pm - Welcome and introduction – Joel Harrison, editor, B2B Marketing
2.15pm - Planning your mobile marketing strategy. How much should you spend (currently 1% of digital budget) and analytics - Giles Luckett, senior digital strategist, balloon dog
- Insight and Analytics - Understanding your audience, its mobility and preferences
- Integration with current communication channels
- Future-proofing your approach
2.45pm - How apps can transform your business – Mark Mason, ceo, Mubaloo
- Introduction to apps - what can they do and how should they be used?
- Developing an app - understanding your audience's needs and preferences
- Promotion and launch
- Ongoing functional development
3.15pm - Mobile friendly sites and data capture – Darren Daws, managing director, Txt Local
- Understanding web usage through mobile devices
- Design, formatting and functional issues for the mobile web (ecommerce, content access, registration)
- Mobile search - how to be found on the move
- Integrating the web into your strategic marketing plan
3.45pm - Break
4.15pm - What you should be doing now - key lessons in mobile marketing, social media and ROI - Michael Wrigley, md, Banner Corp
- Background to mobile social media - who is using it and why?
- Mobile-only opportunities - e.g. location specific services
- Integration with your overall social media strategy
- Platform evolution and consequent future opportunities
4.45pm - Three case studies highlighting lessons learned and how mobile capabilities have rapidly improved over the last few years - Peter Richards, executive chairman, Mobestar
- Mobilising Gaydar.com in 2007 - one of the first communities to go mobile (6 million members)
- Tango - a social network in Kenya in 2010
- One of the largest retail brands in the UK whose board of directors and senior management Mobestar are currently mobilising for a business application
5.15pm - Panel debate
5.30pm - Closing comment
"I was beginning to feel out of touch with new developments in the fast-changing world of social media but found the B2B Marketing seminar was just what I needed to get me back on track. The speakers all presented the case for social media and its effectiveness in a B2B context, and they all included tips on how to set up and manage social media channels easily. I can now impress my clients with a better working knowledge - thanks a million!" Steph Smith, PR Consultant
“Today has really helped streamline & focus our initiatives which will really help planning. Some really interesting case studies. #B2BEvents” Graham Forsyth, marketing manager, Exact via Twitter
"I found the B2B Marketing Demand Generation seminar really enlightening. On the one hand it made me realise how much work there is to be done - a daunting amount - but on the other hand, it helped crystallise the challenge ahead into a more manageable shape with really useful insight." Jon Westnedge, publishing director, Dennis Publishing
“The speaker content offered insight into areas which are sometimes overlooked, and emphasised that some basic principles can go a long way to help you achieve your objectives - it doesn't necessarily have to be a radical new idea. A very useful seminar.”
Kirsty Cartwright, marketing and communications officer, Barton Willmore
“This was the first B2B Marketing event I have attended. I found it informative and very useful, and the topics covered were of utmost relevance.”
Donna Sheridan, b2b marketing manager, i3 Group Ltd
“Very informative and inspiring - I just need to decide which part to pitch to my MD to implement first!”
Nikki Cakebread, marketing communications manager, Asta Development
