Register now to hear senior execs from USA Today, National Hockey League and Steve Madden along with industry experts discuss the state of mobile marketing at this third annual event Feb. 22 in New York organized by Mobile Marketer in conjunction with the Direct Marketing Association.

Mobile's torrid growth in the past year has shown that targeted outreach to consumers on the go is the future of marketing. However, brands, ad agencies, retailers and publishers are still trying to figure out how to integrate mobile into their multichannel mix while dealing with the complexities of the medium, including device and platform fragmentation and lack of advertising standardization.

"What Mobile Marketing Day will offer attendees is a lay of the land of a landscape shifting by the day," said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily, New York.

"Mobile marketing's at a tipping point, as our regular coverage shows, and savvy advertisers, agencies and publishers understand that now is the time to put the best face forward to consumers demanding uniform experience across all mediums, especially mobile," he said.

"This conference's keynoters and panelists will encapsulate the best thought and practice for effective mobile marketing."

Limited to only 100 executives, the daylong conference is part of a continuing series of educational and informational events run by Mobile Marketer.

The event is being held in midtown Manhattan, and is walking distance from Grand Central Station and Times Square.

Registration is $499 including breakfast, lunch and cocktails, while DMA members pay $299.

Please click here to register for the event.

The agenda is below:

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AGENDA

Mobile Marketing Day 2011
Tuesday, Feb. 22, 2011

A Napean and Direct Marketing Association presentation

Venue:
DMA Seminar Center
1120 Avenue of the Americas, 13th Floor
New York, NY 10036

8 a.m. ? 8:45 a.m.
Registration and Light Breakfast

8:45 a.m. ? 8:55 a.m.
Welcome Address
Speakers:
Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily
Neil O?Keefe, vice president for catalog and multichannel merchant segment, Direct Marketing Association

9 a.m. ? 9:45 a.m.
Opening Keynote
Steve Madden: How the Footwear Retailer is Transforming its Business with Mobile Marketing and Mobile Commerce Integration
Footwear retailer Steve Madden stands out from the increasing number of retailers integrating mobile into their multichannel mix. Not only was the New York-based company an early adopter, it has successfully deployed mobile marketing to win more customers and build stronger ties with its existing database. For Steve Madden, mobile is not another fad: it is the future of digitally savvy retail. In this session, attendees will learn:

? How Steve Madden crafts a retail strategy that integrates mobile with online and bricks-and-mortar stores
? Which tactics work best, which mobile channel gets the most attention and which offers resonate most with consumers
? How to create an effective SMS program and mobile Web site 
? How to craft a mobile merchandising policy
? Metrics that matter: traffic, response to mobile marketing overtures and mobile revenue
? Lessons learned and what the future holds

Speaker:
Andrew Koven, president of ecommerce and customer experience, Steve Madden

Moderator:
Marci Troutman, CEO, Siteminis

9:45 a.m. ? 10 a.m.
Break

10 a.m. ? 10:45 a.m.
Mobile Advertising: What?s Working, What?s Not and Why this Year is Breakout
With more than $1 billion in mobile advertising revenue clocked last year through mobile Web, mobile applications, SMS and mobile video, expectations are high for 2011 numbers: a doubling or even more. The reasons are many, chief among them a broader understanding among Fortune 500 advertisers and beyond that they need to be where consumers are: on mobile. Inventory on mobile publisher sites is up, ad units are getting more sophisticated and engaging, and ROI is increasingly being proved on calls to action. Indeed, this is the Golden Age of Mobile Advertising. In this session, learn:

?  Why mobile advertising is the fastest-growing advertising channel
? Who are among the most progressive mobile advertisers and what seems to underlie their adoption of mobile advertising
? What mobile advertising looks like today ? and will morph into in 2013
? How to craft a mobile advertising strategy, buy mobile media and track response
? Three things: Two tips on how to get started, one tip on what not to do at the outset

Speakers:
Richard Ting, vice president and executive creative director for mobile and social platforms, R/GA
Carrie Seifer, regional vice president for East Coast sales, Millennial Media
Caitlin Remby, East Coast head of sales, Navteq Media Solutions
Ian Foley, YuMe

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

10:45 a.m. ? 11 a.m.
Break

11 a.m. ? 11:45 a.m.
Mobile Commerce: Why a Mobile Store is Key to Continued Loyalty to the Retail Brand and its Outsized Influence on Multichannel Sales
While mobile commerce still accounts for less than 5 percent of digital sales, it is on track to play a key influencing role in driving business to bricks-and-mortar stores, online and call centers for catalog purchases. But what does mobile commerce look like today? And how do customers want to shop their favorite retail brands? It is far too easy for marketers and retailers to slap on the ecommerce face to mobile ? but will it work? Panelists in this session will discuss:

? What consumers want from their mobile shopping experience
? How to craft a mobile commerce strategy
? Key tips on creating a mobile commerce presence
? The nitty-gritty on mobile store design, merchandising, order-taking and fulfillment, back-end integration and returns
? Retailers that get mobile commerce right, how and why
? Three things: Two tips on how to get started, one tip on what not to do at the outset

Speakers:
Ran Farmer, managing director for North America, Netbiscuits
Gary Schwartz, president/CEO, Impact Mobile
Nick Cook, director of business development, Usablenet

Moderator:
Dan Butcher, associate editor, Mobile Marketer and Mobile Commerce Daily

11:45 a.m. ? 12 noon
Break

12 noon ? 12:45 p.m.
SMS: How the Workhorse of Mobile is Transforming CRM/Database Marketing and Store-Based Retail
Perhaps the one tool that has established itself as the backbone of mobile CRM is SMS. Text messaging to an opted-in mobile customer base is gaining quick respectability among retailers seeking to drive immediate action on time-sensitive offers in-store, online or via mobile. Convincing a mobile customer to share his or her number to receive offers and updates is a coup for smart marketers. After all, mobile is the most personal communication and marketing medium ? even more than email, which is the online CRM workhorse. As the speakers in this session will prove, targeted, opt-in mobile marketing via SMS pays dividends. Attendees will also learn:

? How to create and mine a mobile database supported by SMS opt-ins and its integration into the overall CRM program
? How to encourage SMS opt-ins: dos, don?ts and the must-dos
? Which offers resonate via SMS and why
? Why words matter and how less is more
? Which marketers get SMS right
? Three things: Two tips on how to get started, one tip on what not to do at the outset

Speakers:
Tim Miller, CEO, Sumotext
Shira Simmonds, president/CEO, Ping Mobile
Jay Highley, president, Pangea Partners
Jeff Hasen, chief marketing officer, Hipcricket

Moderator:
Matthew Valleskey, director of marketing for mobile services, Neustar

12:45 p.m. ? 1 p.m.
Break

1 p.m. ? 2 p.m.
Sponsored Lunch Break

2 p.m. ? 2:45 p.m.
Post-Lunch Keynote
USA Today: How the Media Brand is Crafting Mobile Advertising Campaigns for Advertisers
Gannett?s USA Today newspaper was one of the early pioneers in mobile, launching SMS alerts more than a decade ago and then following up with a mobile site. The portfolio now includes a sophisticated mobile application as well, allowing the publisher to offer advertising across all mobile channels. In this session, attendees will learn:

? How USA Today views mobile
? Why a mobile media buy integrated with other channels makes sense
? How to buy mobile media
? Examples of ad campaigns running across USA Today?s mobile properties
? How to make sense of the different mobile platforms and devices from an advertising perspective
? Why mobile advertising is key to the future of publishing and the monetization of mobile content

Speaker:
Craig Etheridge, vice president of mobile advertising sales, Gannett Digital/USA Today

Moderator:
Rimma Kats, editorial assistant, Mobile Marketer and Mobile Commerce Daily

2:45 p.m. ? 3 p.m.
Break

3 p.m. ? 3:45 p.m.
Mobile 2.0: How a New Wave in Mobile is Driving Performance
Increasing sophistication of handsets and platforms is enabling mobile to realize its true potential of combining proximity to consumer with targeted content and timely advertising and marketing. Consumers now expect from mobile phones experiences realized on Web-enabled computers and stores ? plus more. So where is mobile advertising and marketing heading? To point the way, panelists will discuss:

? How location-based advertising is changing the face of just-in-time marketing with timely offers linked to proximity
? How new forms of rich media are elevating the mobile advertising experience
? What progress is being made in mobile data targeting
? How next-generation targeting will work to the advantage of both consumer and advertiser
? What such technology progress means for mobile advertising and marketing and benefits to multichannel programs

Speakers:
Walt Doyle, president/CEO, Where Inc.
Mihael Mikek, CEO, Celtra
Ernie Cormier, CEO, Nexage
Steven Golus, vice president of sales and go-to-market and general manager for mobile, Dataxu

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

3:45 p.m. ? 4 p.m.
Break

4 p.m. ? 4:45 p.m.
Closing Keynote
NHL: How Mobile is a Game-Changer for the National Hockey League and What it Can Teach Other Marketers
The National Hockey League?s use of mobile ? application, site and SMS ? to run content and offers as well as drive traffic to games has proved beyond doubt that it gets the medium. What better way to engage fans who use the mobile phone to take photographs, connect with each other, redeem promo codes and coupons, and access the latest stats, videos, updates and news via SMS alerts, mobile site, mobile application and mobile video? In this session, the keynoter will discuss:

? NHL?s mobile strategy and engaging with fans
? Executions of NHL mobile work that resonated with the franchise?s fan base
? Tips on mobile outreach
? What works and what does not
? The value of an opted-in mobile database
? Best practice for mobile marketing

Speaker:
Chris Golier, vice president of mobile marketing and strategy, National Hockey League

Moderator:
Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

4:45 p.m. ? 6 p.m.
Networking Cocktail Reception

Please click here to register for Mobile Marketing Day 2011