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Western Kentucky University

Market Motive - Mobile Marketing

Mobile Marketing (35 Hours)

With consumers getting more instant information right in the palm of their hand, mobile marketing is no longer a nice-to-have. But though everything has changed, nothing has really changed: it's still about selling products and building loyalty. Join Jeff Hasen and learn the best practices for interacting with the mobile consumer, asking the right questions, and launching mobile campaigns built on "Moments of Trust" that impact sales and brand loyalty. You'll be better equipped to reap the benefits of ever-growing mobile channels.

Recommended prerequisites: Fundamentals: Mobile

This course qualifies graduates for OMCP® Certification.


Sections Include:

Section 1: Introduction to Mobile Marketing

Get an overview of Mobile Marketing. You'll gain a better understanding of how it all works: how mobile differs from other channels, what its benefits are, and what consumers expect from it... and you. Plus, discover how mobile can actually support and strengthen your other initiatives.


Section 2: Understanding Mobile Devices

In the beginning, Mobile Marketing seemed easy. With just a few devices on the market, with a limited set of basic functions, your options were pretty simple. Today, not so much. Mobile devices are everywhere, and the variety of models and features is dizzying. From smart phones to tablets to phablets, this module explores the multitude of device options available for targeting, and reviews the advantages and disadvantages of each.


Section 3: Core Product and Service Offerings

Sure, text messaging (SMS) is still the most popular mobile marketing option. But there are lots of other options available to marketers. Get the lowdown on SMS, plus discover the power of two other services -- mobile applications and mobile websites.


Section 4: Supplemental Mobile Products and Service Options

Learn how you can leverage some of the lesser known yet highly effective channels for marketing on mobile. With QR codes, augmented reality, and interactive voice relay (IVR), you've got an expanding set of tools to deliver your message to an increasingly mobile audience.


Section 5: Mobile Advertising and Search

There's more to mobile than text messaging (SMS). Mobile advertising and search engine result marketing are gaining serious traction: The ability to use established web results alongside mobile advertising options creates an optimal opportunity for mobile marketers. Learn how combining mobile advertising and search gives marketers a new way to target internet users on the go.


Section 6: Combining Mobile with Other Channels

Yes, mobile marketing is powerful, exciting, and new. But like any other marketing opportunity, the real successes are found when combining other proven channels. See what it takes to meld your Mobile message with other marketing opportunities to create truly integrated and powerful marketing campaigns.


Section 7: Mobile Marketing and Social Media

If there's one marketing channel that pairs best with mobile, it must be social media. Social, like mobile, breaks free of the traditional online constraints and stretches as far as the imagination can carry. Explore the many ways mobile campaigns can merge with social media to create a powerful and unique marketing experience.


Section 8: Location and Mobile

If you've ever used your device to find a store, discover a new activity, or get a recommendation for a product or service, it was no accident. Those businesses and sites were meticulously configured for location-based services. Now it's time to learn how location services work, and how to ensure consumers can locate your product or service on their devices.


Section 9: Mobile Rules and Regulations

They're not sexy, but they are important. Mobile rules and regulations, while not as formally established as the rest of the internet, do exist, and they must be followed. Learn the existing rules of mobile, as well as which issues are still wide open for interpretation.


At the conclusion of this course, you will receive a Certificate of Completion from WKU.

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 Last Modified 9/25/14