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Google exec to keynote Mobile Marketing Day March 4 in New York

Please click here to register for this exclusive event

A senior executive from Google will outline the online giant?s mobile plans and strategy this year at the 2nd Mobile Marketing Day in New York, hosted by Mobile Marketer and the Direct Marketing Association.

Alex Barza, a key executive responsible for Google mobile ad sales, will take the podium at 4 p.m. on March 4 at the DMA headquarters in midtown New York. In addition to discussing the potential Google sees in mobile, Mr. Barza will also offer case studies and take questions from the audience.

?Google?s appearance at Mobile Marketing Day is proof that Fortune 500 companies understand the critical role mobile plays in multichannel marketing and retail,? said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily.

?This year?s event follows on last year?s success, attracting top executives from the leading mobile firms to share strategy, tactics, case studies and best practice with marketers and agencies,? he said. ?This daylong event is ideal for marketers to understand how to incorporate mobile in their marketing plans even as more consumers adopt an on-the-go, mobile lifestyle.?

Registration open
The exclusive event is limited to 90 delegates who will get the chance to listen and meet with executives from the nation?s leading mobile firms as well as legal experts conversant with mobile law.

Topics covered also include why marketers must embrace mobile, an overview of the tools, SMS for loyalty/CRM programs, important tips for building a mobile commerce operation, case studies of brands using mobile and legal dos and don?ts.

The speaker ranks include executives from R/GA, Bango, Hipcricket, Distributive Networks, Amobee, Neustar, Sumotext, Netbiscuits, Mella Media, Mobisix, MS&L Digital, Siteminis, Ping Mobile, Impact Mobile, The Lustigman Firm, Reed Smith and, of course, Google. Mobile Marketer editors and reporters will moderate the daylong event.

?This one-day exclusive event is a must for marketers who want to develop mobile marketing strategies for 2010 but need a roadmap and roadside assistance to get there,? Mr. Alam Khan said. ?The Mobile Marketing Day panelists are certainly the Rand McNally ? some would say Google Maps ? and AAA of their field. They can help navigate a soft landing in mobile marketing.?

Please click here to register for the 2nd Mobile Marketing Day.


AGENDA

Mobile Marketing Day 2010, Thursday, March 4
A Mobile Marketer and Direct Marketing Association presentation
1120 Avenue of the Americas, 13th floor, New York, NY 10036

8:00 a.m. ? Registration and Light Breakfast

8:45 a.m. ? Welcome Address
Speakers: Neil O'Keefe, vice president, DMA
Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

9:00 a.m. ? Why Direct Marketers Must Embrace the Mobile Marketing Opportunity
As more smartphones with affordable data plans hit the market, more consumers will gravitate to using mobile devices in the same manner as computers ? for communication, searching, shopping, transacting and games. Mobile is, in fact, on the threshold of becoming the next direct marketing channel.

This session will explain why every direct marketer with a catalog, Web site and stores, as well as insert media, email and mail programs, need to have a mobile presence. To not have a mobile site or relevant application along with an SMS program will deny the direct marketer of the opportunity of engaging with consumers in their most personal and target medium.

Speakers: Richard Ting, vice president and executive creative director for mobile and emerging technologies, Interpublic Group?s R/GA
Adam Kerr, vice president for North America, Bango
Kevin Bertram, CEO, Distributive Networks
Michael Bayle, vice president of monetization and marketing, Amobee
Moderator: Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

10:00 a.m. ? Essential Tools for WAP, app, SMS and MMS
It?s understandable if a direct marketer may get confused by this acronym soup. However, now is the time to get acquainted with the terminology for this latest member of the direct marketing family.

Experts in this session will discuss the key tools necessary for a strong mobile marketing program, including SMS text messaging, mobile Web sites and mobile applications for different platforms such as the Apple iPhone, Android, Palm and BlackBerry. Also explained will be other features of the mobile landscape including mobile search and mobile advertising.

Speakers: Michael Ahearn, vice president of marketing strategies, iLoop Mobile
Webster Lewin, senior vice president and director of digital innovation and strategy, MS&L Digital
Jordan Greene, principal, Mella Media
Michael Foschetti, managing director, Mobisix
Moderator: Dan Butcher, staff reporter, Mobile Marketer and Mobile Commerce Daily

11:00 a.m. ? How SMS Can Enhance Your CRM/Loyalty Program
Almost every mobile phone nationwide, smart or basic, can accept and send SMS. An estimated 1 trillion SMS messages were exchanged nationwide in 2008, with double-digit growth expected for last year.

Indeed, SMS has become the equivalent of email on mobile. To not have a permission-based SMS program or a common short code ? those five- or six-digit numbers ? is to be locked out of a relationship with early adopters, younger consumers and those sold on the charm of text messaging.

Attendees in this session will learn how to use short codes and keywords to drive traffic to stores or online. They will also discover the virtues of SMS for mobile coupons, discount and sales alerts and store openings. Above all, they will learn how to build an opted-in SMS database that ties in with other channels such as email and direct mail.

Speakers: Tim Miller, CEO, Sumotext
Matthew Valleskey, senior marketing manager for mobile services, Neustar
Moderator: Giselle Tsirulnik, senior editor, Mobile Marketer and Mobile Commerce Daily

12:00 noon ? Best-Practice Tips for Building a Viable Mobile Commerce Operation
Consumers are increasingly searching, shopping and buying on mobile sites and applications. They are also persuaded by targeted, permission-based SMS messages to visit sites or stores for openings, discounts or sales as well as redemption of mobile coupons.

This session will offer help on how to build an effective mobile commerce site and application that complements the marketer?s ecommerce site, catalog, call center and stores. Experts will show the ropes with some case studies.

Speakers: Ran Farmer, managing director, Netbiscuits
Marci Troutman, CEO, Siteminis
Moderator: Dan Butcher, staff reporter, Mobile Marketer and Mobile Commerce Daily

1:00 p.m. ? 1:55 p.m. ? Lunch and Networking

2:00 p.m. ? Case Studies: Mobile Marketing at Work
This session will offer case studies of mobile marketing in practice, with strategy, tactics, performance measurement and results. A must-attend session for delegates to see the practical applications of mobile marketing when done correctly.

Speakers: Gary Schwartz, president/CEO, Impact Mobile
Eric Harber, president and chief operating officer, Hipcricket
Shira Simmonds, president, Ping Mobile
Moderator: Giselle Tsirulnik, senior editor, Mobile Marketer and Mobile Commerce Daily

3:00 p.m. ? Legal Dos and Don?ts of Mobile Marketing
Given the extremely personal nature of mobile marketing, it is imperative that marketers get mobile marketing right. What sort of permission is necessary for SMS? Can you rent a list of opted-in mobile subscribers? How can marketers build a database of mobile consumers? What is the recent history of violations and penalties in the mobile space? Do the provisions of the Do Not Call Registry apply?

These questions are some of the issues that our speakers will clear as marketers craft mobile marketing campaigns and programs that are on a legally sound footing. Don?t miss this session.

Speakers: Andrew B. Lustigman, principal attorney, The Lustigman Firm
Adam Snukal, attorney, Reed Smith
Eric Holmen, president, SmartReply
Moderator: Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

4:00 p.m. ? KEYNOTE: Google?s Take on Mobile: Market Potential, Strategy and Case Studies
Not satisfied with being the world?s largest search engine and a leading player in online video, email, news aggregation, maps and blogs, Google has set its eyes on the future of digital media: mobile. The company has made tremendous strides in mobile, including mobile search and the development of the Android operating system powering phones such as the Motorola Droid and its own Nexus One.

Indeed, Google?s increasing presence in mobile is reshaping not just the mobile business but also marketing, in general. Mr. Barza will discuss Google's view of the mobile opportunity and the company's mobile strategy.

Moderator: Giselle Tsirulnik, senior editor, Mobile Marketer and Mobile Commerce Daily