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Announcing Mobile FirstLook: Strategy 2016 New York Jan. 20


On the horizon

Below are the decks for the presentations at Mobile FirstLook: Strategy 2016

Coca-Cola: Marketing in a Mobile World

Forrester: Your Customers Won't Download Your App 

Clorox & TPN: Proximity-Based Marketing: Changing the Conversation from “Delete” to “Engage” 

Overstock.com: Mobile First and How and Why

HSN: Delivering a Winning Mobile Experience Throughout the Customer Lifecycle

American Express Enterprise Growth: How Mobile is Driving Inclusion for the Unbanked in the United States

Google: So You Have Developed a Mobile App. Now What?

Mobile Versus Mobility: A New Era of Connectivity

Mindshare: Making Hair Part of Her Mobile World

Please click here to register for Mobile FirstLook: Strategy 2016 in New York on Jan. 20

Join senior executives and decision-makers at Mobile FirstLook: Strategy 2016, the nation’s premier conference discussing advertising, marketing, retail and media issues and opportunities expected in 2016 with mobile at its center. Speakers from marketers such as Coca-Cola, Unilever, Clorox, TPN, Forrester Research, HSN, American Express, Foursquare, mCordis, GrubHub, AKQA, Essence and Mobext.

Focus: What marketers can expect in an even more mobile-centric marketing, retail and media environment in 2016 and what it means for retailers, brands, ad agencies, publishers, market researchers, technology platforms and service providers

Why you should attend: Hear a cross-section of the nation’s leading expects discuss strategy, tactics, execution, results and analysis for gaining or maintaining market share in a rapidly evolving, mobile-driven market where the consumer is leading the change as much as brands. Also network with fellow attendees who are senior executives and decision-makers at leading marketers in this 10-hour serious transfer of knowledge

One more reason why you should attend: It’s not the same carousel of speakers or vendor-led discussions that go under the guise of pay-for-play mobile conferences. Mobile FirstLook is led by brands for brands. Leave the tech talk to events where tech pays to talk. Not here – certainly not at a Mobile Marketer-organized conference

Venue: 10 on the Park at Time Warner Center, 60 Columbus Circle, 10th floor, New York, NY 10019 (entrance is on 60th Street across from Columbus Circle, between Equinox gym and the Mandarin Oriental Hotel)

Price: Only $695, which includes breakfast, lunch and cocktails

Sponsorship: for lunch roundtables and keynotes, tables, breakfast, cocktails and other sponsorships, please email  

Register now for Mobile FirstLook: Strategy 2016, the fifth annual event in its series


7:30 a.m. – 8:45 a.m.
Breakfast and Registration

8:45 a.m.
Welcome Remarks: 5 Predictions for 2016
Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

Emcee: Elsbeth Cloninger, senior vice president for client services, Sumotext

9 a.m.
Opening Keynote
Coca-Cola: Marketing in a Mobile World
That mobile is a macro-force changing everything is beyond debate. But what can be debated is how marketers and marketing must evolve to remain relevant and effective in this changing world. Few companies on the planet touch more people in more places on a daily basis or drive as many physical transactions than Coca-Cola: Nearly 2 billion servings of its products every day. In this session, attendees will learn:

• Steps that the marketer is taking to have mobile become an indispensable and irrevocable part of its business
• What worked last year and lessons learned
• How the Coca-Cola consumer is changing
• Outlook for the year ahead
• Key prediction 

Tom Daly, global group director, Coca-Cola

9:30 a.m.
Research Keynote
Forrester: Your Customers Won't Download Your App 
The Wild West of digital business is over. Consumers are consolidating their interactions to a handful of apps and platforms – Facebook, Google – which, in turn, increasingly control access and engagement. To succeed, marketers will need to learn how to borrow, earn, rent or buy moments from these ubiquitous platforms to win, serve and retain customers. So, yes, marketers should continue to build their own experiences for their most loyal and frequent customers, but they will need to master:

• How to find customers on the key platforms and engage them there
• How to go beyond media buys to create strategic partnerships and garner insights, not just impressions
• How to engage in context and shape your engagement strategies and content for the platforms customers actually use
• Key prediction about apps in 2016

Julie Ask, vice president and principal analyst, Forrester Research

10 a.m.
Clorox & TPN: Proximity-Based Marketing: Changing the Conversation from “Delete” to “Engage” 
Brands’ excitement to use the latest technologies that provide direct-to-consumer interaction too often leads to alienating shoppers, not engaging them. Learn how two Clorox brands are inspiring moms with dinnertime solutions and appropriate messages using beacons and push notifications that are welcome engagements, not conversation stoppers. Clorox and TPN will share the key learnings gleaned from their test-and-learn beacon campaign and which types of messages resonated, the best times to “talk” with moms, and which technologies worked best during pre-shop, in store and at the shelf. Three biggest takeaways:

• Understand how brands are using beacon technology most effectively to build trusted relationships with their shopper mom target 
• Learn how to avoid alienating shoppers and walk the fine line between respecting and abusing the direct and very personal connection that smartphone push notifications offer
• Timing is critical. It is not just delivering a proximity message. Understand the three keys of when to send, what to say and how to engage the shopper
• Key prediction about the shopper in 2016

Sarah Ortman, strategic development of mobile campaigns, Clorox
Joe Scartz, vice president of emerging media and commerce, TPN

10:30 a.m.

10:45 a.m.
Overstock.com: Mobile First and How and Why
With a history as an online shopping pioneer coupled with an easy-to-use mobile site, Overstock.com users return again and again to shop because they trust the best-price promise and know they are saving money while getting the best customer support experience. Overstock.com’s iOS and Android applications have separately been recognized as one of the best-rated retail mobile apps available on the market today. Overstock.com leaders who created this success explain how they got there and where they plan on going in the future:

• Driving mobile-first thinking through metrics
• Personalization through push notifications and the app experience
• Performance and content are king (queen)
• Mobile as the first touch point for customer experience and your brand
•Anticipating scale and embracing change, options for adapting with APIs and responsive Web development 
• Removing friction from the checkout process
• Key prediction about mobile commerce in 2016

Jaime Wilson, senior director of UI product management, Overstock.com
Jeremy Johnson, director of mobile, Overstock.com

11:15 a.m.
HSN: Delivering a Winning Mobile Experience Throughout the Customer Lifecycle
As customers interact across numerous touch points, creating the right mobile experience has become increasingly complex. For retailers such as HSN that engage customers across multiple screens, what are some strategies to deliver a winning mobile experience across the entire customer lifecycle? This session will discuss key considerations for various customer stages and how mobile can help strengthen engagement and build customer loyalty to your brand. Key topics to be covered include:
• Understanding differences for mobile across the customer lifecycle
• Varying marketing tactics depending on customer needs and intent
• Personalizing the mobile content based on the user
• Leveraging data and analytics to continually optimize and adjust the customer journey

Annemarie Frank, vice president of omnichannel marketing, HSN

11:45 a.m.
American Express Enterprise Growth:  How Mobile is Driving Inclusion for the Unbanked in the United States
Nearly 138 million U.S. consumers are financially struggling, and most live outside of the financial mainstream: they do not have access to traditional bank accounts or debit and credit products, and often pay high fees to access their own funds at check cashers and payday lenders. American Express is looking to disrupt this trend with a technology-driven prepaid product that leverages the mobile medium to better meet the financial needs of the underserved. Through a lens of application product development and with a focus on customer needs and experience, American Express aims to change the way that consumers use mobile banking technology in the prepaid space. In this session, attendees will learn:
• The key role that mobile apps play in the lives of the financially underserved
• The importance of knowing your customer and leveraging user-driven metrics to drive product development decisions
• The importance of innovation in mobile app and new product development
• The top five considerations when developing a mobile app
• Key prediction for mobile banking and financial services in 2016

Mili Doshi, mobile and API product development and innovation, American Express

12:15 p.m.
Google: So You Have Developed a Mobile App. Now What?
As many as 25 percent of application users open an app once and then never return. So how does a mobile app stand out? This session will discuss how brands and retailers should be marketing their mobile apps, measuring their success and optimizing their efforts towards maximizing lifetime value for their users. With some of the latest retail case studies and apps UX research, Google will demonstrate how to engage with mobile in the next crucial moments after an app is developed.

Jonathan Pelosi, head of industry - mobile apps for the Americas, Google

12:45 p.m. – 2 p.m.
Lunch Break

2 p.m.
Ad Agencies: Defining Their Role in a Rapidly Evolving Mobile-Influenced Advertising and Marketing Environment 
Technology has turned upside down the relationship between advertising agencies and their clients. Brands and retailers often bypass agencies in favor of direct dealings with mobile vendors who increasingly offer creative, technology and media services. This session will discuss:
• How mobile has changed the agency’s relationship with clients and role in the advertising and marketing process 
• Who owns mobile within the agency 
• How creative development and media planning and buying have changed, along with mobile’s intersection with multichannel campaigns 
• What clients are saying about mobile, and what that means for agencies, media and service providers
• Key prediction about agencies in 2016

Jeremy Sigel, director of mobile, Essence
Ryan Parkhurst, group strategy director, AKQA
Warren Zenna, executive vice president and managing director, Mobext

Chantal Tode, senior editor, Mobile Marketer and Mobile Commerce Daily

2:30 p.m.
Mobile Versus Mobility: A New Era of Connectivity
The past five years have shown considerable evolution in the mobile market. From the introduction of the smartphone to the launch of the tablet, new technologies have been coming out rapid-fire. Marketers have tried to evolve along with devices, but struggle to realize that the focus should now be on the consumer. While mobile is about the technology, the hardware and the operating system, mobility is about the consumer and how mindsets and tendencies have changed. This session will cover:

• What it means for marketers that 90 percent of the population has a connected device within arm’s length at all times
• How mobile has redefined how marketers engage with brands and retailers
• The implications that this evolution puts on the consumer path to purchase
• Case studies
• Key prediction about the mobile mindset in 2016
Michael Becker, marketing development and strategic advisor for North America, mCordis

3 p.m.
Fireside Chat
“Nonline” Marketing, On Demand
In today’s constantly connected world, consumers do not differentiate between online and offline marketing; they expect and demand a seamless experience and they want that experience quickly. In this session, attendees will learn about: 

• Meaningfully marketing to and truly connecting with consumers’ “micro” attention spans
• The importance of tightly integrating online and offline marketing efforts to unify the customer journey
• Key prediction about marketing in 2016

Steven Tristan Young, vice president of growth marketing, GrubHub
Lindsay Williams, senior vice president of media and analytics, Rokkan

3:30 p.m.

3:45 p.m.
The Huffington Post: Examining the Mobile and Digital Strategy
Spencer Sloe, vice president, head of ad product and monetization, The Huffington Post

4:15 p.m.
Fireside Chat
Foursquare: Making Sense of Mobile, Marketers and Consumers and How 2016 Will Be Different
Steven Rosenblatt, chief revenue officer, Foursquare
Michael Becker, marketing development and strategic advisor for North America, mCordis

4:45 p.m.
Raffe for Dom Perignon

4:45 p.m.
Closing Keynote
Dove: Making Hair Part of Her Mobile World
Marketers have known the impact of mobile on the world of marketing for years, but not all brands feel that they have an authentic way in to the landscape. In November, Dove Hair analyzed how to bring its famous “Love Your Curls” campaign in to the mobile space to not only engage its target consumer base, but to also offer a solution for the millions of curly-haired women who had not previously been able to accurately express themselves in the increasingly common social language of Emojis. In this session, attendees will learn:
• How emotional and empowerment marketing can remain a part of your mobile strategy
• Mobile learnings from launching a branded Emoji keyboard and partnering with Twitter
• Not all mobile customers are the same – how to speak to yours
• Outlook for the year ahead
Rob Candelino, vice president of marketing and general manager of haircare, Unilever

5:30 p.m. – 6:30 p.m.
Mobile Women to Watch 2016 Cocktails Celebration

Please click here to register for Mobile FirstLook: Strategy 2016 in New York on Jan. 20, 2016

Hotels in the Midtown Manhattan neighborhood (from nearest to farthest):

Mandarin Oriental New York
80 Columbus Park at 60th Street, New York, NY 10023; tel: 212-805-8800
Please click here for the Web site

Sign up to receive Mobile Marketer Daily. The premier mobile marketing publication. Free!

Trump Hotel Central Park
One Central Park West, New York, NY, 10023; tel: 212-299-1000
Please click here for the Web site 

Hudson New York
356 W 58th Street, New York, NY 10019; tel: 212-554-6000
Please click here for the Web site 


Coca-Cola jointly created the new digital program

JW Marriot Essex House New York
160 Central Park South, New York, NY 10019; tel: 212-247-0300
Please click here for the Web site

The Hilton New York 
1335 Avenue of the Americas, New York, NY 10019; tel: 212-586-7000
Please click here for the Web site


Clorox reimagines shopper marketing with mobile

The Palace Hotel 
455 Madison Avenue, New York, NY 10022; tel: 212-888-7000
Please click here for the Web site

The Bryant Park Hotel 
40 West 40th Street, New York, NY 10018; tel: 212-869-4446
Please click here for the Web site

New York Marriott Marquis
1535 Broadway, New York, NY 10036; tel: 212-398-1900 
Please click here for the Web site

Sheraton Times Square
811 Seventh Avenue, New York, NY 10019; tel: 212-581-1000
Please click here for the Web site

Please click here to register for Mobile FirstLook: Strategy 2016 in New York on Jan. 20, 2016

Agenda subject to change. Refunds will not be given after 12:01 a.m. on Monday, Jan. 18, 2016

Related content: Advertising, Mobile FirstLook Strategy 2016, mobile marketing, mobile commerce, mobile advertising, mobile, conference

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