DMA: Data and Marketing Association
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Course Details

Mobile Marketing

Go behind the scenes of successful mobile marketing campaigns and determine how mobile can be a key element in your marketing campaigns.

$99 non-members $149

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

Mobile Marketing is comprised of a set of practices that enable organizations to communicate and engage in an interactive and relevant manner through and with any mobile device or network. This module introduces effective ways to engage with the mobile user using the mobile device as a conduit between conversation and engagement.


  • Overview of mobile marketing including: products and services, user behaviors and interests, players in the ecosystem, and potential costs
  • Setting and refining a mobile strategy
  • Optimizing web presence for mobile
  • Understanding driving user acquisition and engagement via mobile apps and advertising
  • Assessing the many location-based marketing options
  • Ensuring that your mobile content is in step with the customer journey
  • Tools and tactics to produce personalized experiences


Jeff Hasen
Co-founder and President Gotta Mobilize Read Biography »

The Ins and Outs of Mobile

  • A Level-Setting Overview
  • What is mobile marketing
  • Mobile products
  • Messaging
  • Mobile web
  • Mobile apps
  • Mobile advertising
  • Mobile search
  • How to decide what to use
  • Mobile’s Role in Driving Sales, Engagement, and Loyalty
  • Mobile user behaviors and interests
  • The customer journey and increased expectations
  • Integrating mobile in marketing programs
  • Knowing the target audience
  • How much mobile costs
  • Refining Your Mobile Strategy To Focus On The Most Meaningful KPIs
  • What determines success
  • Mobile KPIs
  • KPIs within mobile advertising

Mobile Strategies

  • Optimizing Your Web Presence on Mobile
  • Types of mobile websites
  • Options of building sites
  • Responsive design and alternatives
  • Actionable steps
  • Driving User Acquisition and Engagement Via Mobile Apps
  • Mobile apps
  • User acquisition
  • Paid, owned and earned media strategies
  • Getting users to engage, re-engage
  • The app gap
  • Creating and Running Mobile Advertising Programs
  • Buying programmatically
  • What are you buying?
  • Choices you’ll typically make
  • Issues
  • KPIs for mobile advertising
  • Assessing Location-Based Marketing Options and Running Successful Programs
  • Location-based marketing
  • Fundamental principles
  • From triangulation To geofences
  • WiFi
  • Beacons

The Customer Journey Across Mobile

  • Mobile Content and The Customer Journey
  • The multiple-screen effect
  • The motivation of mobile users
  • Content and storytelling
  • Concentrating on the user experience
  • Bottom-line thinking
  • Tools and Tactics for Personalized Experiences
  • Getting to one-to-one marketing
  • Mobile loyalty clubs
  • The rules
  • Marketing automation
  • Employed data scientists
  • Key Takeaways
  • The Mobile User Demands More

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

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