MediaPost – Mobile Insider Summit

Agenda

February 13, 2013

5:30 PM

Welcome Reception Cocktail Party

February 14, 2013

8:00 AM

Full Breakfast

8:15 AM

Sponsor Breakfast Presentation

8:30 AM

Day 1: The Listening Tour

8:45 AM

Welcome and Introduction

9:00 AM

Keynote: Winning with Mobile in a Multi-Screen World

9:30 AM

Calling All Customers: How Brands Learn From Their Always-On Consumer

If the new age of marketing really is about putting the “customer first,” then what are brands learning from their base via devices? How is their understanding of the purchase path, the decision process, customer sensitivity to push and pull messaging, and even just the daily lifecycle? We start the Mobile Insider Summit with a report from brands on what mobile platforms are teaching them about customers and the tactics they are using for opening up a listening channel.

Moderator: Steve Smith , Senior Editor, MediaPost
Panelist: Melanie Allgood , Senior Manager, Mobile, AutoTrader; Michelle Castillo , Senior Online Media Manager, For Rent Media Solutions; David Chen , Sr manager SEM, Grainger; Shannon Lee , Media Lead, Digital Advertising, Obama For America; Randy White , Vice President, Media Solutions, CareerBuilder.com

10:15 AM

Keynote: “Transforming Air Travel through the Use of the Mobile Channel”

10:45 AM

The Message Is The Medium: Crafting The Better Mobile Dialogue

It’s a phone, after all is said and done. Mobile devices are all about intimacy, and the messages brands send to users must respect and reflect that basic reality. From the enduring power of SMS/MMS to new alerting systems, click-to-call, IVR and even the ways in which apps and mobile sites address and respond to users on a personal basis, brands need to create dialogue here, not just impressions. How and how often do consumers really want to hear from their brands? Is mobile a remarketing powerhouse waiting to be unleashed? Can apps really have that “personal” touch that connects with visitors? Marketing experts explore best practices for talking with customers and actually building relationships.

Moderator: Maria Harrison , Partner, Bullseye Strategy
Panelist: James Citron , CEO, Mogreet; Ben Gaddis , VP Growth and Innovation, T-3; Keith Johnston , Director, Technology Strategy, Butler, Shine, Stern & Partners; Angie May-Cook , VP Emmis Digital, Emmis Communications

11:30 AM

Big Data From Little Gadgets: Leveraging The Portable People Meter

Mobile platforms give marketers access to more than phone numbers. They are the ‘people meters’ metrics companies have been promising for decades. But what can these devices tell us about your customers, how do marketers access it, analyze it and then integrate it effectively into that growing pile of so-called “big data” that is suppose dot be driving the 21st Century company? We bring in the numbers crunchers to discuss the state of data collection on mobile. If data is “the new media” the currency of customer-focused marketing, then how does mobile fit into the CRM puzzle and the big data train?

Moderator: Jordan Greene , Principal/Mobile Media, MellaMedia
Panelist: Mo Chaara , Director, Site Optimization, Global Web Marketing Team, Lenovo; Arthur Coleman , Chief Scientist, 4INFO; David Ip , Senior Business Lead, BlueCross and BlueShield of Illinois, Texas, Oklahoma & New Mexico; Jim Walz , Director of Mobile Strategy & Services, Alliance Data

12:15 PM

Roundtables

1:00 PM

Lunch

1:10 PM

Sponsor Luncheon Presentation

2:00 PM

Afternoon Activities

5:15 PM

Sunset Cruise & Cocktails

7:00 PM

Cocktails & Dinner

February 15, 2013

8:00 AM

Full Breakfast

8:15 AM

Sponsor Breakfast Presentation

8:30 AM

Day 2: All Mobile Is Local

8:45 AM

Keynote: Mobile Creativity: It's Not an Oxymoron

9:15 AM

Case Study: Driving Real ROI With Mobile

9:30 AM

True Tales Of Last-Mile Marketing

Mobile advertising talks a good “local” game but where are the examples of tightly geo-targeted campaigns that actually move foot traffic or have proven to capture people at that critical point and place of decision? This panel brings together agency execs and marketers with real local tales to tell – about the effectiveness of localized mobile advertising, its scalability, the reality of geo-targeting via ad networks and the metrics these campaigns cast off.

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Moderator: Rachel Pasqua , VP, Mobile – iCrossing, Hearst Company
Panelist: Luanne Bryant , Senior Manager, Digital Marketing, City Furniture; Kristin Ryba , Senior Marketing Manager, Product and Brand, Meguiar’s; Eric Vaughn , Director, Interactive Marketing, Monte Carlo Resort and Casino; Craig Weinberg , Mobile Practice Lead, Mindshare; Warren Zenna , Managing Director, Digital / Mobile Practice, Woods, Witt, Dealy & Sons

10:15 AM

Case Study: Faster Than A Speeding Corn Dog: Driving Hungry Foot Traffic With Mobile Marketing

10:45 AM

Forget ‘Showrooming’: Enter The Age Of Augmented Retailing

‘Showrooming’ is so 2011. Instead of trying to chase away online interlopers who were purportedly hijacking customers in Aisle 5 via smartphones, retailers wised up to the new reality of bricks and mortar in 2012. This is all about enhancing the in-store experience. Entertain and inform the mobilized shopper – that is the mantra of 2013. Devices now give merchants the opportunity to personalize the shopping journey, enrich engagement with products, answer questions, and even keep the conversation going outside of the store. In these early days of augmented retail, how are the best practitioners rethinking how devices can redefine the shopping experience?

Moderator: Chuck Martin , Editor, mCommerce Daily, MediaPost, MediaPost
Panelist: Roman Hasenbeck , Managing Director, Metaio; Jeff Headley , SVP, Global Personalization, Dunnhumby; Dan Israel , Strategy Lead, Mobile and MultiChannel Practice, SapientNitro; Sarah Van Heirseele , VP, Digital, Blue Chip Marketing Worldwide; Carin Van Vuuren , Chief Marketing Officer, Usablenet

11:30 AM

Keynote: Post-Game Report: Second Screening The Super Bowl

12:00 PM

Roundtables

12:45 PM

Lunch

1:00 PM

Sponsor Luncheon Presentation

2:00 PM

Afternoon Activities

5:15 PM

Sunset Cruise & Cocktails

7:00 PM

Cocktails & Dinner

February 16, 2013

7:15 AM

Day 3: The Multi-Screen Conversation

8:00 AM

Continental Breakfast

8:30 AM

A Keynote Conversation With Mail Online’s Martin Clarke

9:00 AM

Targeting Moods and Modes: Advertising Into The Multi-Screen Dance

Mobile is not “mobile” anymore. Consumer engagement with digital media occurs across multiple screens at home and on-the-go and in multiple contexts and user modes. Consumers are swapping different screens in and out, performing different tasks when in various modes of use, and then pushing content to themselves and others on yet another nest of multiple screens. Context just isn’t what it used to be. These new behaviors bring marketers closer to the real-world path to purchase, but how can ad planning and technology adapt to the new stultifying complexity of it all? Are messaging and distribution strategies being built to accommodate this lifestyle? At what level (branding, technology, messaging?) do we solve for the multi-screen challenge?

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Moderator: Sarah Calkin Ward , Director, Product Leadership for Advertising Effectiveness, Nielsen
Panelist: Matthew De Ganon , VP of Mobile Product and Operations, Gannett Digital; Tamara Gaffney , Senior Marketing Manager, Digital Index, Adobe; Kelly Jones , Senior Research Manager, Microsoft Advertising; Lara Mehanna , General Manager, Mobile, DataXu

9:45 AM

Presentation: Connection and Courtesy: Finding the Right Mobile Ad Balance With Consumers

10:15 AM

The Big, Big Living Room: Fitting Into The Social TV Dynamic

Can smartphones and tablets transform the signature “passive” medium of the last century into a truly interactive one for media companies and their marketing partners? Pioneers of second screen design discuss what we know thus far about this new living room dynamic in which devices bring a viewer’s social network into the living room. How should we treat this newly created digital space – as we would a social network, as an extension of TV programming or as a whole new platform with its own rules? Is this the “interactive TV” we have been waiting for? Or is “social TV” and the untethered “third screen” going to shake up TV as much as did cable, DVRs and the remote control?

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Moderator: Ted Boezaart , Vice President, Moxie Interactive
Panelist: David Kaplan , VP Bravo Ad Sales Research, Bravo TV; Joline McGoldrick , Research Director, Dynamic Logic; Carla Paschke , Marketing Consultant, InterContinental Hotels Group

11:00 AM

Roundtables

12:00 PM

Conference Concludes

Customer First: This Time It’s Personal

This is bigger than a move to the “post-PC” world. Mobile media is not just another screen for the same digital campaigns to run. For brands, the smartphone is a relationship device. It gets marketers closer to the consumer physically and psychologically and ready for every milestone in the purchase paths. Mobile isn’t a medium. It allows the smartest brands to become a mainstay, a companion, not just a salesman. In the historic move away from advertising as we have known in for the past century of mass media, the most personal media device is defining the new normal for relating to customers. This isn’t just “post-PC.” This is post-mass media. This is post-reach-and-frequency. This where “relationship” is not just a buzzword and where brands need to be both relevant and useful. This time it’s personal.

At the winter Mobile Insider Summit we highlight the many ways in which the most mobilized brands are cultivating and deepening real relationships with their customers. From finding your core constituency and super-serving them through apps to tracking the nuances of your customer’s evolving purchase path, from integrating mobile into the messaging strategy to stoking the mobile social channels with content that delights rather than sells, mobile works when marketer master the intimacy the platform offers.

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