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Hear industry experts discuss the state of mobile marketing at this fourth annual event on March 22 in New York, organized by Mobile Marketer in conjunction with the DMA Mobile Marketing Council.

Mobile's maturity over the past year is unprecedented. The opportunities that arose in 2011 and the uptake by marketers in the channel proves that outreach to consumers on the go is the future of marketing. However, brands, ad agencies, retailers, and publishers are still trying to figure out how to integrate mobile into their multichannel mix while dealing with the complexities of the medium, including device and platform fragmentation and lack of advertising standardization.

“Mobile Marketing Day will focus on the state of mobile marketing and how it should fit into the multichannel marketing strategy,” said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily.

“Attendees can expect to learn the ins and outs of the most popular mobile sub-channels such as advertising, media, messaging, QR codes, app and Web site development, and location-based marketing,” he said. “Those in attendance will learn how to incorporate various mobile strategies into the 360-degree marketing plan.”

Limited to only 100 executives, the daylong conference is part of a continuing series of educational and informational events run by Mobile Marketer and the DMA Mobile Marketing Council. The event is being held in midtown Manhattan, and is walking distance from Grand Central Station and Times Square. Registration is $99 for DMA Council members, $299 for DMA members, and $499 for non-members; the fee includes breakfast, lunch, and cocktails.

LIMITED NUMBER OF SPONSORSHIPS/TABLETOPS AVAILABLE — RESERVE NOW. Contact Lisa Merizio Smith [lmerizio@the-dma.org]

Agenda

8:00 a.m. – 8:55 a.m.
Registration and Light Breakfast

8:45 a.m. – 8:55 a.m.
Welcome Remarks

9:00 a.m. – 9:45 a.m.
Opening Keynote
JetBlue Airways: Integrating Mobile to Win New Customers and Cultivate Loyalists
Airline JetBlue is using mobile marketing tactics to win more customers and build stronger ties with its existing database. For JetBlue, mobile is an important part of the company’s communication plan and also key to its customer acquisition strategy. In this session, attendees will learn:

• How JetBlue integrates mobile into its multichannel mix
• Which tactics work best, which mobile channel gets the most attention, and which offers resonate most with consumers
• How to create an effective SMS program and mobile website
• Metrics that matter: traffic, response to mobile marketing overtures, and mobile revenue
• Lessons learned and what the future holds

9:45 a.m. – 10:00 a.m.
Break

10:00 a.m. – 10:45 a.m.
Mobile Advertising: Recent Advancements, Strategies That Work and What to Expect Next
Mobile ad spending will grow by 47 percent in 2012, reaching $1.8 billion, according to eMarketer. Inventory on mobile publisher sites is up, ad units are getting more sophisticated and engaging, and ROI is increasingly being proved on calls to action. In this session, attendees will learn:

• Why mobile advertising is the fastest — growing advertising channel
• Who are among the most progressive mobile advertisers and what seems to underlie their adoption of mobile advertising
• What mobile advertising looks like today – and will morph into in 2013
• How to craft a mobile advertising strategy, buy mobile media, and track response
• Three things: Two tips on how to get started, one tip on what not to do at the outset

10:45 a.m. – 11:00 a.m.
Break

11:00 a.m. – 11:45 a.m.
Mobile Commerce: How Customers Want to Shop Their Favorite Retail Brands
The increase in smartphone penetration means more consumers are armed with smart, web- and app-enabled devices. These consumers are ready to shop, as long as the experience is up to par. Panelists in this session will discuss:

• What consumers want from their mobile shopping experience
• How to craft a mobile commerce strategy
• Key tips on creating a mobile commerce presence
• The nitty-gritty on mobile store design, merchandising, order-taking and fulfillment, back-end integration, and returns
• Retailers that get mobile commerce right, how and why
• Three things: Two tips on how to get started, one tip on what not to do at the outset

11:45 a.m. – 12:00 noon
Break

12:00 noon – 12:45 p.m.
SMS: Engaging the Opted-In Consumer
Marketers have been busy building their mobile databases over the course of the last couple of years. Now that these lists of opted-in consumers are built, marketers are challenged with finding effective ways to market to these loyalists. SMS has established itself as the backbone of mobile CRM. This session will focus on:

• How to create and mine a mobile database supported by SMS opt-ins and its integration into the overall CRM program
• How to encourage SMS opt-ins: dos, don'ts, and the must-dos
• Which offers resonate via SMS and why
• Why words matter and how less is more
• Which marketers get SMS right
• Three things: Two tips on how to get started, one tip on what not to do at the outset

12:45 p.m. – 1:00 p.m.
Break

1:00 p.m. – 2:00 p.m.
Sponsored Lunch Break

2:00 p.m. – 2:45 p.m.
Post-Lunch Keynote
The Weather Channel: How the Media Brand Is Crafting Mobile Advertising Campaigns for Advertisers
The Weather Channel was one of the early pioneers in mobile, launching SMS alerts and then following up with a mobile site. The portfolio now includes a sophisticated mobile application for various smartphone and tablet devices as well, allowing the publisher to offer advertising across all mobile channels. In this session, attendees will learn:

• How TWC views mobile
• Why a mobile media buy integrated with other channels makes sense
• How to buy mobile media
• Examples of ad campaigns running across TWC’s mobile properties
• How to make sense of the different mobile platforms and devices from an advertising perspective
• Why mobile advertising is key to the future of publishing and the monetization of mobile content

2:45 p.m. – 3:00 p.m.
Break

3:00 p.m. – 3:45 p.m.
Debate: Which Channel Will Be the Breakout Star in 2012?
With so many channels to choose from — SMS, mobile ads, mobile search, messaging, mobile Web, mobile apps, QR codes and mobile video — it is hard to foretell which will bring the best ROI. Consumers now expect from mobile phones experiences realized on Web-enabled computers and stores — plus more. Panelists in this session will conduct a lively discussion regarding:

• The various mobile channels and how they work for branding and customer acquisition
• Which channel will be the breakout star in 2012 and why?
• How new forms of mobile marketing and what the future holds
• What progress is being made in mobile measurement within the various subchannels of mobile
• Best practice tips for 2012 and beyond

3:45 p.m. – 4:00 p.m.
Break

4:00 p.m. – 4:45 p.m.
Closing Keynote
Digitas: The Agency’s View on Mobile Marketing
Advertising agencies are their clients’ eyes and ears for planning, strategy, creative, tactics, media services and measurement. As mobile gains scale, more agencies are recommending the medium to clients for branding as well as customer acquisition and retention efforts. But what are agencies’ requirements for mobile to gain scale on par with other marketing channels? This session will offer strategic advice on:

• How agencies view mobile as a marketing medium
• Whether mobile incorporation gives an edge to marketers and retailers
• What needs to happen in mobile to accelerate its use over the next year
• What publishers need to do to convince agencies for mobile budgets
• Whether measurement issues will continue to hinder mobile’s progress
• How to convince agencies and by extension their clients, on why mobile campaigns should be part of the marketing mix

4:45 p.m. – 6:00 p.m.
Networking Cocktail Reception