The Principles of Mobile Marketing module is the elective module for the Diploma in Mobile Marketing qualification and reflects the increasing demand, complexity and variety of uses of the mobile device. This module provides an introduction into what constitutes a mobile device, the opportunities provided for a marketer and how they can be integrated into the wider communications mix both in the current and future market.
The Principles of Mobile Marketing module consists of 4 key elements:
Definitions And Evolution Of Mobile Marketing
Marketing Opportunities Using Mobile Technology
Plan And Evaluate Mobile Marketing Activities
Trends In Mobile Marketing
Principles of Mobile Marketing Module Overview
1. Definitions And Evolution Of Mobile Marketing
There is a wide array of hardware and handsets that can be utilised for mobile marketing although their appropriateness varies between types. This first element provides an introduction into the mobile environment including the different types of hardware such as tablet computers, PDAs and smartphones, software and services including internet browsers, apps and SMS. It also considers the relationships between the various providers and intermediaries and the purposes consumers have for using their mobile device and when this can be utilised by marketers as an alternative to traditional marketing whilst still being aware of any relevant legislation.
2. Marketing Opportunities Using Mobile Technology
Mobiles naturally lend themselves very well to marketers and this element considers the opportunities that can be utilised to communicate and build relationships with customers. As part of this it includes the display and non-display advertising opportunities available such as banners, interactive ads, affiliates and social media placements. It also provides an understanding of the importance of optimisation strategies including mobile specific landing pages, ease of use and integration with other communications media.
3. Plan And Evaluate Mobile Marketing Activities
This penultimate element focuses on the development of a mobile specific marketing plan that incorporates a range of elements, including segmenting the target audience, identifying appropriate KPIs and metrics, understanding the customer’s needs and wants through market research, behaviour and characteristics and the process of developing software to meet these requirements. In addition, this element considers the best options available to encourage a call to action from customers and tools on how this activity can be monitored such as web analytics, app downloads and mobile cookies.
4. Trends In Mobile Marketing
This final element covers the future of mobile marketing and the potential advances and developments that may occur including consumer generated research, knowledge clusters and the mobile cloud eco-system. It also considers the behaviour and income opportunities and payment methods for mobile such as collective buying through group auctions and mobile wallet and data encryption.