Agenda (SGT) | MMA / Marketing + Media Alliance

Agenda (SGT)

This Program is Best Taken By:

  • Marketing decision-makers who are keen on exploring strategies beyond available self-serve digital platforms
  • Professionals who handle brand creatives and user experiences across multiple platforms
  • Marketers who are open to trying out emerging technologies and advertising practices
  • Agency talents seeking to add value to the brands they handle, from concept to execution and measurement.

In This Course You Will Learn:

  • To develop use cases using intermediate mobile executions covered
  • Emerging mobile adtech and their most relevant applications
  • Best practices and technical pitfalls in creating various content and experiences for mobile
  • Emerging platforms for mobile advertising and new formats to experiment with
  • New ways to use traditional mobile advertising executions
  • Characteristics of industry-standard mobile creatives and customer experiences
  • Advanced metrics in mobile marketing

What You Get from This Course:

  • Two (2) 4-hour live online sessions, facilitated by key subject matter experts (SMEs)
  • Opportunities to consult directly with CDP, MMA, and SMEs
  • 5+ interactive learning in-session activities
  • 50+ case studies in the student library
  • 25+ whitepapers
  • 10+ mobile marketing checklists
  • 2 optional homework activities
  • Access to a private WhatsApp group dedicated to the program
  • 80-point certification exam
  • CDPxMMA Intermediate Mobile Marketing Certification (valid for 2-years, upon passing the requirements)

Please note, the course times are based on the Singapore time zone.

Module 1: Mobile Creatives and Experiences

  1. Mobile Creative Framework
    • Innovative Mobile Approaches
    • Mobile creative best practices + Case studies
  2. Advanced Mobile UX Concepts
    • Visual design
    • Interaction design
    • Information architecture

Module 2: Shifts in Mobile Platforms

  1. Messaging Apps for Brands
  2. Chatbots
  3. Wearables, VR, AR, & MR
  4. Mobile Commerce

Module 3: Integrating Media Touchpoints

  1. Channel Mix Planning
  2. Customer Experience (CX) Mapping
  3. Multi + Omni-channel & Transmedia Marketing

Module 4: Mobile Measurement and Analysis

  1. Advanced Marketing Metrics
    • Lead and Lag Measures
    • Brand Marketing Performance
    • Performance Marketing
  2. Business Metrics
  3. Conversion Rate Optimization

Module 5: Mobile Ad Technologies

  1. Marketing Automation
  2. Mobile Coursematic
    • Creative Options
    • Buying Options
    • Ensuring Brand Safety

Module 6: Mobile Innovation

  1. Emerging Technologies
  2. Innovation Models
  3. Primer on Agile Development

Day 1

Registration

Orientation

Determine characteristics of industry-standard mobile creatives and customer experiences

MODULE 1: Mobile Creatives and Experiences

  1. MMA Mobile Creative Framework
    1. Types of Innovative Mobile Approaches
    2. Mobile creative best practices + Case studies

ACTIVITY 1: Mobile Creative Strategy - Speed Ideation

Participants will be asked to pick a random brand to work on. They will then be assigned a random Type of Innovative Mobile Approach based on the MMA Mobile Creative Framework. They have 10 minutes to think of a creative mobile idea.

Determine characteristics of industry-standard mobile creatives and customer experiences

MODULE 1. Mobile Creatives and Experiences

  1. Advanced Mobile UX Concepts
    1. Visual design, Interaction design, Information architecture
    2. Best practices + case studies

Break

Discuss the emerging mobile adtech and their most relevant applications

MODULE 2. Mobile Ad Technologies

  1. Marketing automation
    1. Principles for automation
  2. Mobile programmatic
    1. Programmatic creative options
    2. Buying programmatic ads
    3. Ensuring brand safety

ACTIVITY 2: Formative Assessment: Learning Checkpoint

Participants will undergo a Kahoot! Game to assess retention of concepts

Discuss emerging platforms for mobile advertising and new formats to experiment with

  1. Messaging Apps for Brands
  2. Chatbots
  3. Wearables, VR, AR, & MR
  4. mCommerce

Activity 3: Mobile Tech Use Case - Speed Ideation

Participants will be asked to pick a random brand to work on. They will then be challenged to create a use case/ scenario that utilizes a particular mobile technology. They have 10 minutes to think of a creative mobile idea.

Recap & Evaluation

Q&A

Day 2

Registration

Orientation

Explore new ways to use traditional mobile advertising executions

MODULE 4. Integrating Media Touchpoints

  1. Omnichannel marketing
    1. Characteristics and principles of omnichannel marketing
  2. Transmedia marketing
    1. Transmedia pillars
  3. MINI-ACTIVITY: Multichannel, omnichannel, or transmedia?

Discuss advanced metrics in mobile marketing

MODULE 5. Mobile Measurement and Analysis

  1. Advanced marketing metrics
    1. Lead and lag measures
    2. Brand marketing metrics
    3. Performance marketing metrics
    4. Business metrics
  2. Conversion rate optimization

Break

Activity 4: Formative Assessment: Learning Checkpoint

Participants will undergo a Kahoot! Game to assess retention of concepts

Develop use cases using intermediate mobile executions discussed

MODULE 6. Mobile Innovation

  1. Innovation Models
    1. 10 Types of Innovation
    2. Sustaining and disruptive Innovation
  2. Primer on Agile Development
    1. Agile vs. Waterfall Development

Activity 5: Innovation Speed-Ideation Exercise

Participants will be asked to pick a random brand to work on. They will then be challenged to create a use case/ scenario that uses any of 10 types of innovation. They have 10 minutes to think of an elevator pitch idea.

Recap & Evaluation

Q&A

Testimonials