The workshop is part of the IDM's media month initiative, a series of workshops covering the full spectrum of direct marketing media.
It is estimated that 95% of urban youths have mobile phones and nearly 2.5m text messages are sent every hour of the day in the UK, underlining the importance of the mobile marketing.
The course outline includes: "R U a Texty Thing?", which will start the day off to get everyone in the mood for mobile. It is designed to give an insight into what mobile marketing is and is not, and to get a feel for the range of the medium.
"Mobile Review" will take a look at the relative strengths and weaknesses of mobile marketing using current and past examples; while "Planning for Mobile" will guide people through the techniques for planning and evaluating mobile marketing campaigns by looking at the communications objectives and possibilities.
The course promises not to bombard delegates with technology as the day is for marketers not geeks and to teach techniques that are needed to create, plan, buy and deliver a mobile marketing campaign.
Keegan, who is the former head of customer experience at wireless marketing pioneer ZagMe, is the founder of mobile marketing agency BeepMarketing, which offers campaign management, consultancy and training in all aspects of mobile marketing.
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