We kick off OMMA Mobile Local surveying the most successful tactics in the battle over local mobile airspace. How do leading tactics like geo-targeting ads, conquesting competitor spaces and local couponing map against different marketing goals. Are local data and the mobile ad ecosystem up to the task of real-time geo-targeting? Is couponing already overused and cluttered in the space?

Local mobile is about community. In this keynote presentation, b.good Co-founder Jon Olinto shares his experiences on how to build successful brand communities based on core brand values, including how to capitalize on digital and mobile effectively for greater results. Olinto will describe how to create loyalty programs that support brand culture and initiatives and how to tie them to overall business objectives. He also will highlight best practices in showing consumers appreciation for their business through the element of surprise and thoughtful gifts along with insuring digital and mobile strategies that support brand culture and objectives to achieve maximum business impact.

This ain’t your older sister’s search box. Mobile SEO is all well and good. But search on devices occurs across mobile web, via the OS, in a range of specialized apps. Is optimizing mobile SEO and landing on an adaptive site enough? How has mobile changed and widened the search game? What does a truly mobile sear strategy look like now?

What is mobile “conversion” really? We know people aren’t making purchases at the same rate on devices as they do on desktop. But just as surely we know that mobile can be a key driver of physical conversion in store. The mobile “click through” often takes the form of a real world “walk-in.” But how do marketers optimize this effect? How do pre-shop, in-store and after-purchase messaging work together to drive the retail experience? And just as important for future planning, how best to measure the impact?

The lives of mobile consumers are iterative. Location not only matters, but it is fluid and one leg of a complex journey. No longer can relevant advertising be only sent to someone at one opportune moment. In-store location activity has to be tied to offline behaviors and later desktop viewing. The consumer is shopping all the time, which means effective local mobile marketing must target the entire journey.