Mobile marketing is a fast growing medium, with more and more advertisers recognising its potential to offer personalised and highly targeted messaging. By attending this workshop you will learn what’s driving advertisers to mobile and develop techniques for incorporating mobile into your marketing mix. Understand how mobile can be used to generate brand impact by hearing case study examples of successful mobile marketing campaigns and the results achieved.

Agenda:

Market update- the mobile advertising opportunity

• Where mobile fits in the marketing and promotional mix]
• How brands can best utilise the mobile channel
• Differentiating mobile from digital
• Mobile advertising business models and current state of partnerships

Deconstructing Digital Mobile

• SMS and MMS
• Application development
• WAP site development
• Data speeds
• Bluetooth

User experience

• Drive brand awareness by creating a great brand experience
• Ensuring consumers are comfortable with the technology
• How users interact with mobile

Campaign planning and execution

• Case studies of successful mobile advertising campaigns
• Generating customer insights from campaign data
• Challenges and how they were overcome
• Analytics, measurement and ROI

 Your masterclass leader:

Oliver Palmer, COO, TigerSpikeOliver has over 10 years’ experience in the digital arena. As founder and Chief Operating Officer of Tigerspike, he is now in a role which combines his experience in technology with his passion for research and development. Creating cutting edge technical solutions on mobile and delivering truly interactive and immersive web and mobile advertising experiences for users is one of the core goals within Tigerspike.

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Content owners looking for innovative ways to retain customer loyalty are creating their own mobile communities and user generated content services. This follows the lead of online social
communities, some of whom have made the move to mobile. What is so compelling about mobile web 2.0? In this interactive and informal workshop find out how you can leverage the commercial
opportunities presented by interactive communities. Gain insights into the UCG value chain, learn how to maximise user experience and assess the various business models in play for monetising UGC.

Agenda:
Business opportunities for the commercialisation of mobile social media and UGC

• New opportunities in mobile content as the landscape becomes de-structured and open
• Overview of the UGC value chain
• Transferring online social communities to the mobile device
• What content consumers are likely to create
• Ensuring UGC is innovative

Social networking technologies and user experience

• Tools available to optimise mobile usability
• Standards development
• Handset development and its effect on user experience
• Utilising developer platforms
• Developing the right user interface
• Offering a streamlined service

Monetising user communities

• Making a loyal community into a profitable one
• Forming successful partnerships with content aggregators and content providers
• Overview of various business models: browse and buy, subscription, data charges
• Ad funded UGC: leveraging the marketing potential of UGC

Your masterclass leader:

Shane Williamson, Co-Founder, Mobile Monday SydneyShane has 22 years’ experience in various ICT industries and has been involved in all aspects of ICT development. He spent 8 years at Microsoft working on various Windows & Internet programmes. Shane was recently Partner Marketing Manager at 3 Mobile running the Developers on 3 & Solutions on 3 marketing programme. Convergence and innovation of mobile technologies are Shane’s passions.

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