 8:00am Registration - networking lite breakfast 8:45am-5:00pm Sessions 5:00pm-6:00pm Networking Reception DMA Seminar Center, NYC |
Mobile Marketing for Agencies and Media Buyers
Sponsored by Napean (publisher of Mobile Marketer) and DMA Mobile Marketing Council
REGISTER TODAYThe first in a monthly series for digital marketing executives who want to hear what is actually going on in mobile marketing and how direct marketers are using and monetizing it. Agency executives need to understand the mobile eco-system to enhance and increase the ROI of overall marketing programs.
Special thanks to our content advisor:
Mickey Alam Khan, Chairman, Napean, publisher of Mobile Marketer.com
Sponsor opportunities are again available. Contact us today for best selection and placement.
Hear panel discussions on these topics:
Why Mobile Must be Included in a Multichannel Marketing Campaign
In today’s environment where almost all working-age consumers have mobile phones with anywhere from SMS texting to Internet capability, including the mobile channel is a must for multichannel marketing plans. Mobile’s unique quality is how it gives legs to other channels including retail, print, online, television, outdoor, radio, direct mail and insert media. Now is the time to develop integrated mobile ad campaigns and build opt-in mobile programs to lock in consumer loyalty in this new era of marketing.
Speakers:
Michael Bayle, senior director of mobile advertising, Yahoo!
Thom Kennon, vice president of strategic planning, Wunderman
Jonathan Shar, general manager and senior vice president, Time Inc.’s CNNMoney.com
Richard Ting, executive creative director and vice president of mobile and emerging platforms, R/GA
Moderator:
Mickey Alam Khan, editor in chief, Mobile Marketer
Essential Elements of Mobile Marketing
What is mobile marketing and how is it different from mobile advertising, what goes into a typical campaign – banner ad, SMS, mobile Web site, search, application and coupons – and which tactic is appropriate for the overall strategy. A quick rundown on the ABCs of mobile marketing.
Speakers:
Michael J. Becker, executive vice president of business development, iLoop Mobile
Dean Macri, CEO of Cielo Mobile
Matthew Valleskey, marketing communications for mobile services, NeuStar
Moderator:
Giselle Abramovich, associate editor, Mobile Marketer
How to Create and Execute a Mobile Marketing Campaign
While mobile is not as complicated as commonly assumed, it does require special skill sets and understanding of the wireless carrier environment and the permission process. But it is easily added to existing CRM efforts or print, television, radio and outdoor campaigns. SMS texts, banner ads and coupons have proven effective in cross-channel marketing for marketers across categories.
Speakers:
Jim McDonnell, marketing manager for emerging channels, Papa John's International
Jordan Berman, vice president of media innovation, AT&T Ad Solutions
Dan Roselli, CEO, Mobisix
Shira Simmonds, president, Ping Mobile
Moderator:
Dan Butcher, staff reporter, Mobile Marketer
Planning and Buying Media for Mobile
Fragmentation of media has made life difficult for media planners and buyers. On top of the number of cable channels and publisher Web sites, here comes mobile with its own ecosystem and quirks. As mobile buys become more commonplace, media planners and buyers will be expected to have skills to place ads on mobile Web sites as well as make decisions on SMS programs and other efforts for branding or lead generation.
Speakers:
Patricia Clark, regional vice president of sales, 4Info
Tom Limongello, senior director of business development Crisp Wireless
Eric Litman, chairman/CEO, Medialets
Moderator:
Mickey Alam Khan, editor in chief, Mobile Marketer
Tracking and Measuring a Mobile Campaign’s Performance
The campaign’s out the door – did it work, did mobile consumers click through the banner ad, did they click to call, did they visit the landing page, did they opt into the SMS offer? These questions and many others are uppermost on the minds of agencies and media planners and buyers called to account for their media decisions. Tracking and measuring a mobile campaign’s effectiveness is key in these times when every media dollar is expected to stretch and ROI is an expectation.
Speakers:
Craig Etheridge, vice president/national sales director, The Weather Channel Interactive
Adam Kerr, vice president for North America, Bango
Mack McKelvey, vice president of marketing, Millennial Media
Moderator:
Giselle Abramovich, associate editor, Mobile Marketer
Building a Loyalty Program with Mobile
The mobile channel’s optimal use is as a CRM tool. SMS, available on 99 percent of all mobile phones, is the favored vehicle for brands seeking to add a mobile component to their mail and online loyalty programs. Consumers are increasingly gravitating to the use of SMS for offers, discounts, coupons and incentives. But the use of SMS must be tempered with the right double opt-in permissions.
Speakers:
Josh Herman, global multichannel marketing innovation leader, Acxiom
Jeannette Kocsis, vice president of digital strategy and media, Harte-Hanks
Gregg Smith, CEO, Acuity Mobile
Moderator:
Dan Butcher, staff reporter, Mobile Marketer
Legal Do’s and Don’ts with Mobile Marketing Campaigns
In addition to best practices, there are several laws to keep in mind before deploying a mobile campaign. Regulations governing consumer outreach and database-building through mobile advertising and marketing differ from other channels. In fact, the laws are evolving with no little help from state attorneys general concerned about fair advertising practices. SMS, privacy policies, carrier regulations, mobile ads – all require thought before signing off.
Speakers:
Andrew B. Lustigman, principal attorney, The Lustigman Firm
Gonzalo Mon, attorney, Kelley Drye & Warren
Gary Schwartz, president, Impact Mobile
Moderator:
Mickey Alam Khan, editor in chief, Mobile Marketer
Cap off this information-packed day with a Sponsored Networking Wine & Beer Hour
Delegates can network and mingle with speakers, moderators, sponsors and DMA executives.Ask about our excellent sponsorship packages!
Join the DMA Mobile Marketing Council to be a part of this dynamic group and to keep aware of its future. For more information on the DMA Mobile Marketing Council, please contact Lisa Merizio Smith at 212.790.1567.
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Registration
4 Ways to Register
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ONLINE: Register Now
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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)
The last day to register online for this conference is April 24.
For questions/inquiries, please call 212.790.1500 or e-mail customerservice@the-dma.org.
Registration Rates
| DMA Mobile Marketing Council Member: | $99 |
| DMA DM Agency Council Member: | $99 |
| DMA Member**: | $299 |
| Non-Member: | $499 |
**The DMA member rate includes one free year of membership in either the DMA Mobile Marketing Council or DM Agency Council.
Not a member? Find out more about DMA membership and its councils.
See information on how to join DMA.
For questions/inquiries, call DMA Customer Service at 212.790.1500 or e-mail customerservice@the-dma.org.
About our sponsors:
- Leading publication on mobile marketing
- On mobile branding and direct marketing
- Targets marketers, agencies and media
- Newsletter signup at MobileMarketer.com
- Contact ads@mobilemarketer.com for ads
SPECIAL ATTENDEE DISCOUNT
As a valued Mobile Marketing Series attendee, a special discount is available to you to purchase your copy of DMA's Mobile Marketing: Consumer Perspectives report.
Cancellation Policy
If you must cancel, please submit cancellations in writing to The DMA Customer Service Department. Cancellations received 5 business days prior to event will be refunded minus $100.00 processing fee. Cancellations within 4 business days of event will forfeit their registration fee in its entirety. However, you may transfer your registration to someone else without penalty. No refunds will be issued for any missed sessions or events, including sessions missed due to travel delays or cancellations.
| Cancellation Refund Schedule | |
|---|---|
| One week before event | 100% refund minus $100 processing fee |
| 4 Business Days prior or no show | No refund – no account credit |
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