Mobile course outline: what you will learn

January 27, 2016

A review of Ed Walker's portfolio

Ubiquitous, personalized channels on mobile devices offer unprecedented potential to connect directly with prospects, leads and customers.

Furthr’s course will show how to develop mobile strategies that build brand awareness, win customers, develop relationships and ultimately increase profits for brands.

Full of practical advice and real-world examples, our mobile marketing course will present give you the information and support to develop your own mobile marketing Action Plan.

We start with the higher-level strategic issues that will determine ‘what’ you want to do on mobile.  We then go on to consider some of the main marketing tactics on mobile (which cover ‘how’ you will achieve your goals).

Who should attend?

This course is ideal for marketing professionals, management and business owners looking for an introduction to how mobile can fit within a broader marketing strategy.

How will I benefit?

After this course, you will be able to:

  • Understand the jargon, opportunities and challenges associated with mobile marketing
  • Integrate mobile into your wider marketing strategy and efforts
  • Commission and/or create mobile campaigns with more knowledge and confidence
  • Develop your organisation’s mobile marketing strategy
  • Return to your job with a solid list of ‘to dos’
  • Have the confidence to address your organisation’s mobile challenges

What will I learn?

  • Strategy
  • A practical plan of action – that’s what you’ll be well on your way to developing after we discuss the main strategic choices involved in mobile marketing, including:
  • Types of mobile device
  • Marketing impact of some of the main issues surrounding mobile devices, including: device manufacturers, functionality, connection speeds, interaction styles and screen sizes.
  • How are people using their mobile devices?
  • Research into consumer behaviours, including app vs. web site usage, usage by demographics, popular tasks & content, session length and reading patterns.

Apps

  • The business case for apps and the technical options available: native, hybrid and web.
  • Responsive vs. Adaptive websites
  • What’s the difference between these two philosophies and how can you decide which is best for you?

Your trainer

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Daniel Rowles has been working in Digital Marketing for the past 16 years, with extensive experience working both client side and within the agency environment. He is a Course Director for the CIM, a certified Google Squared trainer and a Lecturer at Imperial College and Cranfield School of Management.

I’m interested in a mobile training course.

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Peak iPhone is here, people

January 27, 2016

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The company said it expects revenue for the current quarter to be no more than $53 billion, down from $58 billion a year earlier, its first year-on-year drop in 13 years. Apple also sold fewer iPhones than analysts expected in its fiscal first quarter, but set a record for quarterly net income.

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It’s all about the iPhone, baby.

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Nevertheless, Apple can now boast a new landmark: one billion active devices over the past 90 days. Add to that a $150 billion cash-pile—the “mother of all balance sheets” in the words of Tim Cook, its boss—and the company remains in rude health.

I’m interested in making beautiful and effective infographics with Furthr.

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Big data course: what you will learn

January 25, 2016

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Big data is widely discussed but not widely understood by many marketers.

Yet they are being asked to weigh in on its opportunities and costs. Marketers setting out on their journey can use this course as an introduction to common big data concepts, tools and examples. Then they’ll know the right questions to ask ad tech and service providers.

Every ‘pip’ and ‘squeak’ of the human race is now fuel for the data-driven marketers. Online, mobile, in-store, social; every interaction has the potential to provide meaningful, useable marketing insight.

The pace of change is daunting, both technically and legally. If you are to succeed in delivering the results you desire from your data-driven marketing strategies, you have to be an expert program manager, multi-national legal guru and technical ‘know-it-all’!

Let’s see if we can do it.

Programme

On this intermediate/expert course you will learn what so-called ‘big data’ can and cannot do, where it comes from, how to generate your own and where to access free data.

We will explore the marketing value of this data with reference to the four Vs, volume, variety, veracity and velocity. What makes good data and what is useless.

Your program management skills will be tested as we develop and embed the skills you’ll need to implement a data-driven marketing strategy. And then we take a deep-dive into the regulatory framework. Not for the faint-hearted, you MUST get this right if you are going to use consumer surveillance to fuel your strategy. You’ll cover:

The privacy laws of the UK, EU and around the Globe

The key requirements and the ‘how to’ of Privacy by Design (PbD) and Privacy Impact Assessments (PIAs).

How the marketer, web/app developer and the CMO respond to questions about privacy and compliance with the law.

We will investigate the concept of a Governance, Risk and Compliance (GRC) framework, and together work out how you build compliance into your everyday workflow.

Who should attend?

CMOs, marketing directors, agency heads, web development team leaders, app developers.

How will I benefit?

See where the world is going and how to direct your marketing strategies.

Be prepared for the strategic implications of harnessing personalisation in a world where consumer privacy awareness and global legislation can seriously restrict your lead generation and data use.

Understand the laws of privacy, the requirements of the regulators and how they impact your marketing strategy.

What will I learn?

  • Big data program management
  • How to implement a big data-driven marketing project
  • Define and understand the key elements of success

What are the pitfalls to avoid?

  • Regulatory Framework
  • Global Privacy laws including Canadian CASL, EU General Data Protection Regulation, UK Data Protection Act 1998, Safe Harbor and Cloud Services
  • How to complete a privacy impact assessment and develop mobile and web apps that comply with strict privacy requirements (Privacy by Design)

Tool and Tips

  • Where to find free data
  • How to use free tools from Google, Facebook etc.

Your trainer

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Neil is the founder of Only Dead Fish, a digital and media consultancy that specialises in applying strategic understanding of social and emerging media technologies to help businesses innovate, become more agile, and optimise their effectiveness within the new, networked communications environment. He’s also the co-creator of Fraggl, the brand new Twitter curation app I’m building with AdaptiveLab.

A regular keynote speaker across Europe on organisational agility, content strategy, emerging media, and digital strategy, he is a consultant with Econsultancy, a contributor to Marketing Week, and Mediatel amongst others, and was recently named by BIMA (British Interactive Media Association) in the ‘Hot 100’ list of people to watch in the UK digital industry.

I’m interested in a Big Data training course.

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Furthr’s email marketing course is best in class

January 25, 2016

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Mobile has made email an always-on channel and it continues to thrive despite the impact of social media (fact: Facebook is the single largest sender of email in the world).

Getting it right relies on many factors, including the use of good quality data, a flexible creative approach and an ability to test and action audience insights. We’ll cover all that and more.

This course will help you to develop your email marketing campaigns by covering a range of prevalent issues including identifying small wins as well as big wins. You will leave the day with a sharpened email strategy having reviewed the effectiveness of your email communications.

Who should attend?

This course is ideal for those with limited experience of email marketing looking to improve their knowledge of the channel, or anyone who manages email marketing campaigns and wants better results from their communications.

How will I benefit?

Upon completion of this course, you’ll be able to:

  • Dramatically improve your email marketing results
  • Sharpen your email marketing strategy, use testing techniques and evaluate ROI
  • Focus on applying conversion principles to your email marketing campaigns
  • What will I learn?
  • Growing a quality list

Briefing on the latest privacy laws, guidelines and codes

Improving email campaign results

Improving your email templates to increase response

How to write persuasively

How to design a landing page that converts

Improving email campaign results

Assessing current email campaign effectiveness beyond open and click rates

Continually improving your templates to increase response

Tricks & Tips regarding Subject Lines, CTA’s and design that will allow increased conversions

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Tim Watson chairs the DMA Email Best Practice hub, responsible for whitepapers and best practice publications. As well as speak at public events and blog regularly on trends and what’s working in email.

Interested in an email marketing training course? Contact Andy right now.

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Furthr’s mobile marketing course is on now

January 25, 2016

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Ubiquitous, personalized channels on mobile devices offer unprecedented potential to connect directly with prospects, leads and customers. This course will show how to develop mobile strategies that build brand awareness, win customers, develop relationships and ultimately increase profits for brands.

Full of practical advice and real-world examples, our mobile marketing course will  give you the information and support to develop your own mobile marketing action plan.

We start with the higher-level strategic issues that will determine ‘what’ you want to do on mobile.  We then go on to consider some of the main marketing tactics on mobile (which cover ‘how’ you will achieve your goals).

Who should attend?

This course is ideal for marketing professionals, management and business owners looking for an introduction to how mobile can fit within a broader marketing strategy.

After this course, you will be able to:

  • Understand the jargon, opportunities and challenges associated with mobile marketing
  • Integrate mobile into your wider marketing strategy and efforts
  • Commission and/or create mobile campaigns with more knowledge and confidence
  • Develop your organisation’s mobile marketing strategy
  • Return to your job with a solid list of ‘to dos’
  • Have the confidence to address your organisation’s mobile challenges

What will I learn?

  • Strategy
  • A practical plan of action, including:
  • Types of mobile device
  • Marketing impact of some of the main issues surrounding mobile devices, including: device manufacturers, functionality, connection speeds, interaction styles and screen sizes.
  • How are people using their mobile devices?
  • Research into consumer behaviours, including app vs. web site usage, usage by demographics, popular tasks & content, session length and reading patterns.

Apps

  • The business case for apps and the technical options available: native, hybrid and web.
  • Responsive vs. Adaptive websites
  • What’s the difference between these two philosophies and how can you decide which is best for you?

Mobile first

We’ll explain the principles behind ‘mobile first’ and also suggest the most sensible ways in which the approach can be used.

Multi-channel issues

Guidelines for designing multi-channel experiences, as well as tools and techniques to ensure that mobile integrates within the overall customer journey

Tactics

Practical tips and advice on a wide variety of the most popular mobile marketing tactics, including:

  • App store submission & marketing
  • SMS (Short Messaging Service
  • Apple Watch
  • QR (Quick Response) codes
  • Social media
  • Advertising
  • Design guidelines for websites & apps
  • NFC (Near Field Communications)
  • Payment methods (Apple Pay and Google Wallet)
  • Search
  • AR (Augmented Reality)
  • IoT (Internet of Things)
  • Measurement
  • Techniques to measure the ROI (Return On Investment) of mobile marketing activity, along with some associated challenges.

Future trends

Highlighting some of the key mobile trends that marketers should be aware of.

Your trainer

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Daniel has been working in Digital Marketing for the past 16 years, with extensive experience working both client side and within the agency environment. He is a Course Director for the CIM, a certified Google Squared trainer and a Lecturer at Imperial College and Cranfield School of Management.

Interested in a mobile training course, contact Andy now.

 

 

 

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Three big trends in digital marketing for 2016: ignore them at your peril

January 25, 2016

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1. Personalization

Is your email welcome series a unique journey for each customer? With messages tailored to the actions the recipient has taken previously?

Do you send a message to customers who have just bought to encourage them to review the product? Match their purchase with complementary items and send a ‘thank you’ and a suggestion? Or ask about their experience?

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By continually testing the key aspects of your communication strategy – tone and content, level of communication, frequency – you’ll find the sweet spot for boosting your revenues while adding value to your customers.

3.Mobile

Recently, Google announced its decision to give a boost to mobile-friendly sites.

Perhaps the biggest lesson for the new year: if you don’t sell a product people order daily or weekly (think pizza, coffee or groceries), don’t waste money developing an app.

Your budget would be better spent optimising your website for mobile and mastering the latest in responsive design best practice to improve your customers’ overall user experience.

3.Social

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Many social networks offer very powerful segmentation. If you see that a particular demographic is responding to a particular offer, target your social spend on that group of consumers.

Then use that information to help refine your e-commerce messaging and segmentation. This will help you stretch your social media advertising budget much further.

In 2016, we will see how well social media buy buttons on platforms such as Facebook, Twitter and Instagram perform.

Recent research indicates that one-third of UK shoppers (32%) are ready to make a purchase via social media, so retailers should start to think about if and how to use it as part of a broader commerce strategy.

I am interested in a digital marketing training course. 

 

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Science can now tell you precisely how many real friends you have

January 25, 2016

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Once again, scientists have tried to puzzle out the “meaning” of social media relationships.

In a recent survey, 2,000 people, chosen because they were regular social-network users, and a further 1,375 adults in full-time employment, who might or might not have been such users,were asked  how many friends they had on Facebook.

The average number of Facebook friends in the two groups were 155 and (when those who did not use Facebook at all were excluded) 187, respectively

(As you may know, from the sizes of Neolithic villages to the centuries of Roman legions, humans seem to have organised themselves in the past into groups of 100-200.)

The study also described a pair of smaller socially relevant numbers—a support clique (people you would rely on in a crisis) of about five and a sympathy group (those you would call close friends) of about 15.

These results, then, confirm that what constrains an individual’s number of friends is neurological.

I’m interested in a FREE content audit

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Meet your trainer: programmatic guru Andrew Campbell

January 25, 2016

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Andrew Campbell works with large, blue chip clients to optimise their CRM strategies, establish a future-proofed technology platform and maximise return on investment.

Andrew also :

  •  Lectures on the Masters in Digital Marketing (Manchester Metropolitan University) course and Hult International Business School MBA programme
  • delivers bespoke, eCRM training sessions for major clients
  • produces a wide range of eCRM research material
  • works on eCRM consultancy engagements

I’m interested in a programmatic training course.

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