Mobile, my remote control for life

Now hear this: Mobile will be a bigger force for change than the internet

Welcome to the Big We – that is 3 billion people that have a mobile device, a number that surpasses TV sets and the fixed Internet, by a country mile. Nokia research tells us that 5 billion people will be connected with a mobile device by 2012. We are inevitably moving towards the Mobile Society, where our mobile devices become the remote control for our daily lives. Because any communications technology that allows us to better connect, communicate, share knowledge and information, and get stuff done will be widely adopted – which it is.  Our mobile devices are so precious to us that; people who lose their wallets statistically take 24 hours+ to discover the loss, for mobile it is 24 minutes.

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As mass media struggles to adapt in an evolving media landscape, its audience dwindling, and its various share prices going south, of course there is growing interest and great anticipation of how; as marketers, brands, businesses and advertisers we can use this extraordinary mobile medium to connect to our audiences and make money.

However, as we all realise each medium of communication is different – So we need to understand the language of the mobile society, we need to understand, what works and what does not, we need to get our heads around how Social Marketing Intelligence (the ability to get deep contextual insight into social networks via dynamic data analytics) is a game changer, we need to comprehend that the “old furniture” of advertising – “Push” and “display” are completely inappropriate in a communication medium where – in a “Pull economy”, it is the quality of the conversation that counts, where; applications, search, and services, that are timely, relevant and contextual are the order of the day.

This one-day session will immerse you in what you need to know and what you need to do. It will enable you to grasp the fundamentals of how you make successful communications campaigns, how you use data, and utilize new metrics, and will demonstrate that mobile already delivers an ROI unheard of in any other medium (when you do it right), and finally how you make money. Anyone that is interested in being a successful marketer over the next 5 years has to book their place on the SMLXL Mobile Marketing Masterclass.


Workshop outline

I suppose going back to the way things used to be is a bit out of the question? In this introductory module, we outline our changing communication landscape and demonstrate how it differs from a common understanding of how people connect with each other and companies. We cover the relative merit of ‘hot’ media versus ‘cold’ media and the introduction of the ‘age of networks’ and the realisation of the ‘We Species’

Social Media Metrics, Products and Tools. Here, we cover a wide range of tangible ways in which social media activity can be measured. This module primarily introduces new, proposed standards such as ‘Cost per Relevant Audience’

Winning in Mobile. In the final module, the case studies from all over the world are shown, discussed and analysed. This is an in-depth investigation into how various business models have worked.

Each case study followed by Q&A: What are the lessons we need to draw from each case history?  These insights will then start to build for the attendees a knowledge and perspective that will be applied to the final session of the day.

What could you do with this knowledge? The last part of the day is spending time work-shopping through communication challenges as teams. These will then be presented to the group and discussed assessing the merits of each proposal.