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Sunday, April 26
Monday, April 27
- Steve Smith, Editorial Director, Events, MediaPost
Two of the fastest growing channels for human communication in the last century, mobile and social media, ran on parallel tracks for years and then finally converged. Most social network interactions now occur on mobile, and mobile is the signature communications device of the 21st Century. But what does this convergence mean for marketers? How has (or should) the migration to mobile impacted social media buying strategies, messaging, goals? And how has (or should) the deep integration of social networking on devices inform all mobile strategy. We set the table for this special Summit by asking the big question first. Are marketers realizing and making the most of this massive convergence of channels?
- Adam Gafgliardo, Director, Digital Marketing and Social Media at Burger King Corporation, Burger King
As social media drives ever more mobile traffic and we even see social media like Twitter integrated with Google search results, how is the game of discovery changing for marketers? The confluence of social media, apps, search and mobile are complicating and fragmenting every channel. Search used to be the dominant intent signal, eventually challenged by social. But mobile, location awareness, verticalized search via apps, deep linking and more are blowing up old assumptions about how content gets shared and discovered. How do brands get noticed now?
Traditionally, agencies act as filters for their clients. They identify the trends and technologies truly worth a marketer’s attention. We end the first day of the Mobile Insider Summit asking a senior agency executive to do just that for us - present two or three "picks" of startups, apps, ad formats or technologies that are more than just bright and shiny and should be on your radar into 2016.
Deep Sea Fishing
Eco Kayaking Tour
Tuesday, April 28
- T.J Hunter, Director of Digital Marketing, Rosetta Stone
- Scott Gutterman, VP of Digital Operations, PGATour
The second screen effect continues to be as enticing as it is elusive. We know consumers have their devices at hand, but these pesky humans aren’t doing quite what marketers and those second screen apps want them to do. What does it take to engage TV viewers on mobile? Are any calls to action on the first screen really resonating in second screen behaviors? Is synchronized messaging on Facebook and Twitter the answer? How effectively can the ad and social media networks intercept users on handhelds during prime time, or do they want to? We explore whether a two-screen dynamic is emerging that marketers can use.
Everglades Alligator Farm Trip
Stand Up Paddleboard Tour
Wednesday, April 29
From sports arenas to concerts, museums to nightclubs, marketers have woken up to the many ways in which mobile is their connection to the crowd. These platforms offer marketers much more event opportunity than signage and sponsorship halo effects. From driving ticket sales to live mobile-enhanced experiences to distributing live event content via social, smartphones allow much deeper integration with the audience. How are publishers and their clients pulling these pieces together and making the most of their captive audiences?
- Rachael Hadaway, Vice President of Client Solutions, Dunnhumby