Certified Mobile Marketing Master Table of Contents

Table of Content

Why Mobile Marketing is Critical for Success

  • Power of Mobile
  • The Indian Mobile Movement
  • The Mobile Toolkit and current unplanned usage of Mobile
  • Consumers Mobile Lifestyle
  • Ecosystem Overview: Mobile Web
  • Ecosystem Overview: Mobile Apps
  • Understanding Micro-Moments & Mobile-led
  • Customer Journeys
  • Mobile Payments
  • Mobile CRM

Leveraging key Mobile Ad Formats

  • Introduction to Mobile Ads on Google Adwords
  • Types of Mobile Ads
  • Ad Extensions for Mobile Apps
  • Linking Google Play & Adwords
  • Interstitial Mobile App Campaign
  • Language targeting in Mobile App Installs Campaign

Usability & Building Your Mobile Presence

  • What is the User Interface?
  • What is the User Experience?
  • Why is it critical to create an ideal User?
  • Mobile Website UI: Best Practices
  • Understanding and applying Responsive
  • Design to your content
  • Choosing between Mobile Specific UI versus Responsive Design
  • Mobile Search Optimization
  • Native versus Hybrid versus Mobile Web
  • Mobile Apps: UI / UX Frameworks
  • Integrating your Mobile Strategy into your marketing strategy (online / offline)

Mobile Advertisements (Part 1)

  • Driving Mobile App Downloads
  • Mobile Engagement Campaigns
  • Google Display Network for Mobile Apps
  • Managing Placement Ads for Mobile Campaign
  • Bidding Strategy for Mobile App installs
  • Set-up Google Analytics for Mobile App
  • Setting conversion tracking
  • Tracking Mobile App conversions

Mobile Advertisements (Part II & III)

  • Remarketing for App Engagement
  • Landing page for Mobile App
  • Install Campaign
  • Optimizing Mobile App Campaigns
  • Advanced options for campaign on mobile
  • Landing Pages for Mobile App Targeted Ads
  • Best practice checklist for mobile success
  • Mobile Media Mix
  • Understanding multiple mobile ad platforms
  • Introduction to platforms like Admob, inmobi etc.

App Marketing - Part 1

  • Building your App Store Presence
  • App Store Optimization (ASO)
  • Channeling emotion to improve Ratings &
  • Reviews
  • Leveraging Press & Blogs
  • Alternative App Stores
  • Need for independent App Install Tracking
  • Organic versus Reward Ads
  • Calculating Estimated Cost per Install (eCPI)
  • Media Mix to boost Ranking
  • App Install Creatives

App Marketing - Part 2

  • Getting the right users - LTV by Traffic Source
  • Optimizing App Install Campaigns
  • Onboarding Flow
  • Profiling Mobile App Users
  • App Deeplinking
  • App Indexing
  • Drive virality through App Referrals
  • Churn Prevention
  • Re-engaging with Push Notifications
  • Re-targeting Ads
  • Tracking your Competition

App Monetization

  • Overview of App Business Models
  • Approaches to Monetize Apps
  • Advertising based Monetization
  • Banner versus Native Ads
  • Freemium models with In-App Purchases
  • Combining IAP with Reward Ads
  • Subscription based Services
  • Finding the Right Ad Monetization Partner

Measuring Success

  • Measuring Messaging
  • SMS Tracking
  • Mobile Web Analytics
  • Application Usage Analytics
  • LTV by Acquisition Source
  • Campaign Optimization
  • Integrated message platforms
  • M-Commerce measurements
  • Non-response based measures


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