Each of these Marketing Career Focus posts will cover a specific track or specialty track within the MS in Marketing degree program. Indeed.com is a good job search site because at a glance it shows you average salaries, years of experience for many mid-level positions and a job count, as well as locations. I looked at 10-15 customer insights job descriptions from major companies and frequently mentioned skills at such employers as Hulu, PepsiCo, American Airlines, Match.com and others. However, there is NO substitute for doing your own searches and analyses.
What is mobile marketing?
According to HubSpot, almost 50% of B2B buyers conduct product research on their mobile devices while at work, and roughly 51% of consumers discovered a new product or service through smartphone search. There seems to be no end to the growth of mobile marketing. Therefore, businesses and social media platforms are continually coming up with ways to reach people on their mobile devices. It is now essential to determine how mobile-friendly content can be created, managed, and distributed, and how consumers’ growing dependence on smartphones can be leveraged.
Analytics, content management, social media marketing, digital advertising are just a few of the most important skills required in the field of mobile marketing. Our Digital Advertising & Marketing track provides all the necessary skills through its five core courses that cover interactive & digital marketing, digital sales, marketing web analytics and insights, and ten electives from which to choose.
What does a mobile marketing manager do?
In brief, it is the job of the mobile marketing manager to market products and services on digital devices of all kinds—not just smartphones, but ANY portable digital device that has connectivity to the web.
MS Marketing – Mobile Marketing. This degree plan is effective Fall 2018. (If you started with another degree plan, you can follow that previous degree plan or this new one.)
Average years of experience & salary average
For a manager with three years of experience, salaries start at a higher level: $80,000-100,000. Only three years of experience in mobile marketing makes you highly competitive for quick pay increases and moves to larger companies. Currently, there is a lack of professionals with quality mobile marketing experience. (Note: students requiring visa sponsorship tend to receive less money. There are not many sponsorship opportunities in mobile marketing for international students.)
What is market size?
“Mobile manager” searches return 9,300 results; the skill “web analytics” returns 12,867 jobs.
Typical Mobile Marketing Job Description
from an Instacart posting for “Mobile Marketing Manager”
OVERVIEW
Our digital marketing team is highly analytical, moves fast and is focused on delivering quantifiable results. In this role, you will be responsible for acquiring new Instacart customers. This person will be working directly with senior leadership across different teams and will be making a big impact on overarching company goals. Join us!
ABOUT THE JOB
- Oversee strategy and day-to-day operation and growth of the Mobile ad campaigns on Google AC, ASA, and other mobile platforms
- Execute tests, collect and analyze data, identify trends and insights
- Optimize ad copy, expand and discover keywords on Apple Search Ads
- Deliver against user activation and CPA targets
- Track, report, and analyze campaign performance and conversion data
- Effectively communicate channel performance and test learnings to the broader marketing team, to cross-functional partners, and to leadership.
- Stay up to date with the latest developments in the industry; evaluate new technologies, strategies, and tactics
ABOUT YOU
- 3+ years of experience managing paid mobile campaigns in-house and deep understanding of mobile app ecosystem
- Well-versed in performance marketing, conversion, and online customer acquisition
- Strong interpersonal, analytical, and negotiation skills
- Excellent written and verbal communication skills, with an ability to frame up succinct recommendations
- Ability to self-start, multi-task, deliver exceptional results and motivate others in a fast-paced, dynamic environment
- Strong decision making and problem-solving skills
- Enthusiastic attitude; a passion for digital marketing and for using data to drive consumer marketing decisions
- Strong knowledge of analytics, reporting, and data management tools
- Bachelor’s degree or equivalent
- Bonus: Proficient in MS Excel, SQL; Experience in the on-demand economy
These charts from Indeed.com, Glassdoor.com, and Payscale.com provide examples for this specialty and average salaries in the career area.
| Skill Mentioned by at least 10 major companies with this job title posting |
Courses See course syllabi for exact line up of skills as not all covered in each instance |
|---|---|
| Data manipulation/analysis SQL often mentioned |
OPRE 6332 Spreadsheet Modeling & Analytics MIS 6320 Database Foundations |
| User engagement/UX design |
MKT 6374 eCommerce & Marketing Automation |
| Campaign Management/email/push notifications using Silverpop automation | MKT 6374 eCommerce & Marketing Automation |
| Mobile marketing basics: Knowledge of strategies such as Push Notifications, Geo-fencing and In-App Messaging | MKT 6321 Digital & Interactive Marketing |
| Leverage Mobile Advertising to drive App installs through various Mobile Ad formats, including Native, Banner, Rich Media, Video Ads Basic HTML |
MKT 6321 Digital & Interactive Marketing MKT 6374 eCommerce & Marketing Automation |
| Web analytics (Adobe, Google analytics, Coremetrics) | MKT 6352 Marketing Web Analytics and Insights overs Adobe/Google analytics, some instructors also cover Coremetrics |
| Mobile analytical tools such as Localytics, Appboy, Mixpanel | No course currently covers specific mobile app analytics in detail. MKT 6321 provides an overview. The MIS 6344 Web Analytics course has 1/3 web analytics-Google analytics platform only; 1/3 PPC and 1/3 SEO. It’s fine if you want an overview. However, it does provide but enough depth in any one area and especially not in web analytics |
Associations & Meetups
Mobile Marketing Association (MMA)
Platforms and Resources for Mobile App
- Countly – mobile analytics
- Flurry – mobile a/b testing
- Swrve – mobile a/b testing
- Lukew – mobile design, UI & trends
- Streetfight – Inside the business of hyperlocal
Major Professional Certifications
There is no major industry-wide accepted certification. The MMA has a certification program.
Newsletters and Blogs
Popular Books on Mobile Marketing
