Pre-event Workshops – Waldorf=Astoria
June 7th, 2010
9:30-4:00 | Registration |
10:00-1:00 | This intensive mobile marketing workshop will introduce many concepts around mobile marketing, including how mobile can be used to engage consumers and businesses alike, introducing the landscape and ecosystem of players that help businesses practice mobile marketing. In addition, mobile advertising and related awareness generating and consumer participation incentive tactics will be discussed, as well as related mobile marketing practices like mobile enhanced cause marketing, mobile giving, and more. Welcome provided by Michael Becker, Managing Director, North America, Mobile Marketing Association. Presenters: |
2:00-5:00 | Data Mediation, Analytics and the Mobile Marketing Ecosystem |
| 2:00-5:00 | Agency, Brand and Retailer Roundtable Qualified agencies, brands & retailers are invited to attend for free and can register by contacting the MMA at forum@mmaglobal.com. |
| 5:00-7:00 | Agency, Brand and Retailer Cocktail Reception Qualified agencies, brands & retailers are invited to attend for free and can register by contacting the MMA at forum@mmaglobal.com. |
MMA Forum – Day One
June 8th, 2010
8:00-9:00 | Registration |
9:00-9:05 | Master of Ceremonies |
9:05-9:10 | Welcome: Now and Next Michael Becker: Managing Director, North America; Mobile Marketing Association |
9:10-9:40 | Featured Keynote |
9:40-10:10 | Keynote: The Future of Mobile: Five Trends That Matter Most Mike Steib: Director, Emerging Platforms; Google |
10:10-10:40 | Keynote: |
10:40 - 11:20
Networking Break
TRACK 1 Customer Acquisition Through Mobile Advertising MC: | TRACK 2 Building Your Brand Through Mobile Marketing MC: | |
11:20-11:30 | Overview of Mobile Advertising: What are the Components? Paul Berney: Managing Director, EMEA; Mobile Marketing Association | Overview – How to Build Your Brand Through Mobile Marketing Jack Philbin: Co-Founder & President; Vibes Media and Vice Chair, North America; Mobile Marketing Association |
11:30-11:50 | Success Stories of Banner Ads Konny Zsigo: President, Wireless Developer Agency | Boosting Customer Loyalty through Mobile-enabled Loyalty Programs Cameron Franks: Senior Director Enterprise Services; Sybase 365 |
11:50-12:10 | What is the Role of Ad Networks? | iPad, iPhone, Android and Blackberry: One App Does Not Fit All |
12:10-12:35 | Display and Rich Media Advertising: Beyond Banner Ads | Mobile @ 30 Rock: Winning Strategies at NBC Universal Mobile at NBC Universal has come a long way from just offering SMS alerts. The company’s mobile efforts now include video, applications, mobile Web, and social media. Learn how this breadth of mobile platforms is helping the company successfully drive awareness, loyalty, and revenue in the competitive entertainment industry. Dan Bethlahmy: Director, Wireless Marketing; NBC Universal |
12:35 – 1:45
Lunch
Empire Room, Lobby Level
TRACK 1 Customer Acquisition Through Mobile Advertising MC: | TRACK 2 Building Your Brand Through Mobile Marketing MC: | |
1:45-2:05 | Delivering the Right Message: Context and Relevance Through Location and Behaviorally Targeted Mobile Advertising | Leveraging Foursquare and other Mobile Social Networking Services to Reach Hyper-influencers Carrabba’s Italian Grill is the first national restaurant chain to implement Foursquare for Businesses across all of their U.S. locations. Hear firsthand how location-based mobile social networks can be leveraged to build loyalty, raise awareness among key influencers, and drive revenue. |
2:05-2:25 | Mobile Media Buying: Strategies & Tactics Alan Rambam: Founder and Chief Strategic Officer; MobileBehavior | How Marketers are Using Mobile to Build their Brand Solomon Masch: Director, Mobile & Emerging Media; MTV |
2:25-2:45 | Measuring the Success of Mobile Advertising Joy Liuzzo: Senior Director, Marketing & Mobile Research; Insight Express | How to Mobile-Enable a Marketing Program - Anheuser Busch's Mobile Marketing Campaign Todd Masinelli: Senior Manager, Digital; Anheuser Busch |
2:45-3:15 | Panel Debate: Now and Next in Mobile Advertising Sponsored By Crisp Wireless Moderator: Speakers: | Agency Panel: How Agencies are Working With Mobile to Build Brand Recognition for their Clients Sponsored by GroundTruth Moderator: |
3:15 – 4:00
Networking Break
4:00-4:20 | Keynote: Now & Next – the Future Vision of Mobile Advertising Leveraging Consumer Intent to Drive Success in Mobile Advertising. With the increasing role of mobile in the lives of consumers, how do marketers utilize this new medium to land a lasting, impactful message that drives significant results for their businesses? This keynote will show how world-class marketers are finding success by identifying and leveraging key shifts in consumer behavior to structure mobile campaigns that drive continued engagement with the target audience and drive movement down the purchase funnel. |
4:20-4:40 | Keynote: Reaching Consumers with Premium Branded Content |
4:40-5:05 | Battle of the Regions – Vote for the Best Presenter The regional Managing Director’s from the MMA face off and present case studies from their region to convince the audience their region is the leader in mobile. The audience gets to vote on which campaign is best and will vote on the winner. Done in the style of a balloon debate, where the MD with the lowest vote gets knocked out each round. Moderator: Michael Becker: Managing Director, North America; Mobile Marketing Association |
5:35-5:45 | Closing Remarks Maria Mandel: Senior Partner, Executive Director Digital Innovation, Ogilvy and North American Board Chair, Mobile Marketing Association |
5:45-7:45
Cocktail Reception – Waldorf=Astoria
Hosted by Google
MMA Forum – Day Two
June 9th, 2010
8:00-9:00 | Registration |
9:00-9:05 | Master of Ceremonies |
9:05-9:10 | Welcome and Day One Summary |
9:10-9:40 | Keynote: Creating Magical Marketing Experiences Using the 7th Mass Medium |
9:40-10:00 | Keynote: Elizabeth Harz: Senior Vice President of Global Sales; Electronic Arts |
10:00-10:20 | Keynote: Reaching Customers with Premium Branded Content Douglas Rozen: Senior Vice President, Global Lead - Creative, Interactive, Media & Mobile; Carlson Marketing |
10:20-10:40 | Keynote - The Future of Permission Marketing: the Customer Owns the Customer Give the people what they want? When it comes to effective mobile marketing campaigns, this is more than well-meant advice. It’s a business imperative. Using permission-based marketing you can put the customer in the driver’s seat, create relevance with scale and there’s a good chance your audience will listen to you. Consumer market research findings will be shared. Thomas Labarthe: Vice President of Mobile Advertising; Alcatel-Lucent |
10:40 – 11:00
Networking Break
TRACK 1 Emerging Mobile Technologies - Now & Next MC: | TRACK 2 Reaching Consumers MC: | |
11:00-11:05 | Overview Nick Macilveen: Founder & Principal Consultant; Tsentro Group | Overview John Styers: Vice President, Corporate Strategy & Industry Relations; 3Cinteractive |
11:05-11:25 | How Much Further Can You Take SMS? What’s Next? Tom Cotney: President & Chief Executive Officer; Air2Web | Mobile & Shopper Marketing Solving pain points and removing barriers through shopper insights and store back mobile design. Come here how HP is using shopper insights to test, design, and deliver a mobile customer experience across the shopper path to purchase. Discussion on how "store back" design applies to success in mobile retail applications. Tia Newcomer: Director, Americas Shopper Marketing; HP |
11:25-11:55 | The Great Debate: Mobile Web Versus Applications Which delivers the best user experience and when? Moderator: Speakers: | Discussion: Converting Prospects to Customers, Strategies for Mobile Commerce Moderator: Speakers: |
11:55-12:15 | Growth and Use of 2-D Barcodes Nathan Maehren: Mobile Channel Manager; Target | Panel: Carrier and User Data – Refining the Most Precious Commodity of the Digital Age |
12:15-12:35 | Hyper-local Marketing | Ten Best Practices for Engaging the Consumer Through Mobile: The Industry Standard of Care Kristine van Dillen: Director Industry Initiatives; Mobile Marketing Association |
12:35 – 1:30
Lunch
Hilton Room, Lobby Level
TRACK 1 Emerging Mobile Technologies - Now & Next MC: | TRACK 2 Reaching Consumers MC: | |
1:35-1:55 | Mobile Couponing & Local Marketing Discover the importance of integrating mobile marketing into your media mix to drive sales on the local level at the push of a button. Text messaging gives your buisiness the opportunity to have an ongoing and relevant dialouge with your customers to keep them coming back. Bill Catania: Chief Executive Officer & Founder; M-Dot Network | Consumer Relationship Building with Mobile Tara Scarlett: Senior Manager, CRM and Precision Marketing; The Coca-Cola Company |
1:55-2:15 | Proximity Marketing: NFC, WiFi and Bluetooth Patrick Collins: Chief Executive Officer; 5th Finger | Lessons Learned from the CDC's Mobile Website, App, and Text Messaging Pilot Holli Seitz: Center for Disease Control & Prevention |
2:15-2:35 | Pioneering Augmented Reality Magic with Nike and Coca-Cola Around the World | Discussion: $50 Million Raised and Climbing How non-profits are embracing mobile giving to raise funds and engage constituents. Moderator: Michael O'Farrell: Country Manager, Canada; Mobile Marketing Association Speakers: |
2:35-2:55 | What Can We Learn From International Markets? | The View From Madison Avenue: How Brands and Agencies are Using and Spending on Mobile Presentation and discussion of 2nd annual survey of brands and agencies conducted in partnership with Chief Marketer Magazine. Peter Johnson: Vice President, Market Intelligence and Strategy; Mobile Marketing Association |
2:55 – 3:20
Networking Break
3:20-3:50 | Carrier Panel: Enabling New channels: Mobile Beyond Messaging Sponsored by: 3Cinteractive Moderator: Speakers: |
3:50-4:20 | Keynote: Combating Maternal Mortality in the Developing World: Demonstrating the Power of Mobile David Aylward: Executive Director, mHealth Alliance; United Nations Foundation |
4:20-4:50 | Keynote: Jeffrey Hayzlett: Chief Marketing Officer; Kodak |
4:50-5:00 | Closing Remarks Michael Becker: Managing Director, North America; Mobile Marketing Association |