Schedule at a Glance

8:00am – Registration and Light Breakfast

Speakers:

Neil O'Keefe, vice president, DMA Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

As more smartphones with affordable data plans hit the market, more consumers will gravitate to using mobile devices in the same manner as computers – for communication, searching, shopping, transacting and games. Mobile is, in fact, on the threshold of becoming the next direct marketing channel. his session will explain why every direct marketer with a catalog, Web site and stores, as well as insert media, email and mail programs, need to have a mobile presence. To not have a mobile site or relevant application along with an SMS program will deny the direct marketer of the opportunity of engaging with consumers in their most personal and target medium.

Speakers:	Richard Ting, vice president and executive creative director for mobile and emerging technologies, Interpublic Group’s R/GA Adam Kerr, vice president for North America, Bango Michael Bayle, VP Monetization and Marketing, Amobee Kevin Bertram, CEO, Distributive Networks
Moderator:	Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

It’s understandable if a direct marketer may get confused by this acronym soup. However, now is the time to get acquainted with the terminology for this latest member of the direct marketing family. Experts in this session will discuss the key tools necessary for a strong mobile marketing program, including SMS text messaging, mobile Web sites and mobile applications for different platforms such as the Apple iPhone, Android, Palm and BlackBerry. Also explained will be other features of the mobile landscape including mobile search and mobile advertising.

Speakers:	Michael Ahearn, vice president of marketing strategies, iLoop Mobile Webster Lewin, senior vice president and director of digital innovation and strategy, MS&L Digital Jordan Greene, principal, Mella Media Michael Foschetti, managing director, Mobisix
Moderator:	Dan Butcher, staff reporter, Mobile Marketer and Mobile Commerce Daily

Almost every mobile phone nationwide, smart or basic, can accept and send SMS. An estimated 1 trillion SMS messages were exchanged nationwide in 2008, with double-digit growth expected for last year.

Indeed, SMS has become the equivalent of email on mobile. To not have a permission-based SMS program or a common short code – those five- or six-digit numbers – is to be locked out of a relationship with early adopters, younger consumers and those sold on the charm of text messaging.

Attendees in this session will learn how to use short codes and keywords to drive traffic to stores or online. They will also discover the virtues of SMS for mobile coupons, discount and sales alerts and store openings. Above all, they will learn how to build an opted-in SMS database that ties in with other channels such as email and direct mail.

Speakers:	Tim Miller, CEO, Sumotext Matthew Valleskey, senior marketing manager for mobile services, Neustar
Moderator:	Giselle Tsirulnik, senior editor, Mobile Marketer and Mobile Commerce Daily

Consumers are increasingly searching, shopping and buying on mobile sites and applications. They are also persuaded by targeted, permission-based SMS messages to visit sites or stores for openings, discounts or sales as well as redemption of mobile coupons. This session will offer help on how to build an effective mobile commerce site and application that complements the marketer’s ecommerce site, catalog, call center and stores. Experts will show the ropes with some case studies.

Speakers:	Ran Farmer, managing director, Netbiscuits Marci Troutman, CEO, Siteminis
Moderator:	Dan Butcher, staff reporter, Mobile Marketer and Mobile Commerce Daily

This session will offer case studies of mobile marketing in practice, with strategy, tactics, performance measurement and results. A must-attend session for delegates to see the practical applications of mobile marketing when done correctly.

Speakers:	Gary Schwartz, president/CEO, Impact Mobile Eric Harber, President and COO, Hipcricket Shira Simmonds, president, Ping Mobile
Moderator:	Giselle Tsirulnik, senior editor, Mobile Marketer and Mobile Commerce Daily

Given the extremely personal nature of mobile marketing, it is imperative that marketers get mobile marketing right. What sort of permission is necessary for SMS? Can you rent a list of opted-in mobile subscribers? How can marketers build a database of mobile consumers? What is the recent history of violations and penalties in the mobile space? Do the provisions of the Do Not Call Registry apply? These questions are some of the issues that our speakers will clear as marketers craft mobile marketing campaigns and programs that are on a legally sound footing. Don’t miss this session.

Speakers:	Andrew B. Lustigman, principal attorney, The Lustigman Firm Adam Snukal, attorney, Reed Smith Martin Kristiseter, vice president, Ad Network Development, SmartReply
Moderator:	Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

Not satisfied with being the world’s largest search engine and a leading player in online video, email, news aggregation, maps and blogs, Google has set its eyes on the future of digital media: mobile. The company has made tremendous strides in mobile, including mobile search and the development of the Android operating system powering phones such as the Motorola Droid and its own Nexus One. Indeed, Google’s increasing presence in mobile is reshaping not just the mobile business but also marketing, in general. In this session, Alex Barza will discuss Google’s view of mobile advertising and marketing and the potential it sees in the medium. He will also discuss Google’s mobile strategy and support with marketer-focused case studies. Don’t miss this session.

Speaker:	Alex Barza, Mobile Ad Sales, Google
Moderator:	Giselle Tsirulnik, senior editor, Mobile Marketer and Mobile Commerce Daily

Delegates can network and mingle with speakers, moderators, sponsors and DMA executives.

Ways to Register

• ONLINE: Register Now

• PHONE: 212.790.1500

• FAX: Printable Form
  212.302.7643

• MAIL: Printable Form
  DMA Customer Service
  1120 Avenue of the Americas
  New York, NY 10036-6700
  (Check payable to DMA)

For questions/inquiries, please call 212.790.1500 or e-mail customerservice@the-dma.org.