What to expect at this week’s MMA SM2 conference
September 23, 2013
Sheryl Daija is chief strategy officer and general manager of global events at the MMA
Brands, retailers and marketers will meet this week to discuss mobile at the Mobile Marketing Association’s second annual SM2 conference as a part of the festivities around Advertising Week in New York.
Executives from Dunkin’ Donuts, Macy’s, Citi and more will discuss mobile’s role within their organizations' marketing plans during the two-day event. As mobile becomes a bigger piece of the marketing pie for many brands, the breadth of topics and discussions around mobile has grown, too.
“We were really excited about last year and the response that we got in what is an extremely busy week,” said Sheryl Daija, chief strategy officer and general manager of global events at the MMA, New York.
“Now a big shift that we are seeing is that marketers are receptive to speaking on stage and talking about the success that they are seeing with mobile,” she said.
“We look at what else is going on during Advertising Week, and I would say confidently that there is not another event with so many marketers on stage – it is a testament to how important mobile is becoming.”
The theme for the event is “Every moment is mobile," and is aimed at exploring how mobile gets brands closer to consumers than any other medium.
Speakers will discuss the opportunities and challenges in driving consumers along the purchase funnel through different types of mobile tactics.
The event is broken down into nine different topics, or talks. Each talk is then divided into individual keynotes and panels that deep-dive into a specific area.
Martine Reardon, chief marketing officer at Macy’s, New York, will discuss how mobile fits into the retailer’s multifaceted marketing in 800 bricks-and-mortar locations and online.
John Costello, president of global marketing and innovation at Dunkin’ Brands, Boston, will present a look at how the coffee chain uses mobile as a tool for brand management.
Executives from Walmart, Ford, Coca-Cola, Gilt, Toyota, Google, JP Morgan Chase, Citi, the NFL, Wendy’s, Mondelez International, L’Oréal and Hilton Worldwide are also lined up to speak.
In addition to the talks, the event includes breakout sessions that hone in one specific area of mobile.
For example, a panel breakout session about native advertising includes executives from Digitas and Pandora.
The event also has a new venue this year at Highline Stages in New York’s Meatpacking District.
Instead of a traditional expo hall, the venue features a section called the innovation lab that will include digital stations where attendees can learn more about mobile through case studies and interactive screens.
A mock-up of the innovation lab
The event will end with the 2013 Smarties Awards, which honors the best mobile innovation, effectiveness and excellence in the industry.
“We are definitely moving away from every brand saying that they need an app to saying ‘What is our mobile strategy?’” Ms. Daija said.
“There’s a lot of discussion about how brands can become mobile-ready and how do they really include mobile in their strategies,” she said. “We’re not there yet, but we are moving in that direction and that is the biggest difference we see from last year.”
Below, a couple of speakers give a sneak peek on topics that attendees can expect to hear more about this week.
Elyssa Gray, director and head of creative and media of North America marketing, global consumer marketing and Internet office at Citi, New York
Mobile has become the connective tissue that enables us to activate on a consumer-first marketing strategy. Consumers want to bank on their terms, this is not a new trend.
important we are leveraging mobile to enable consumer engagement at all
levels, from servicing to marketing, keeping Citi relevant both for our
customers and prospects.
This year mobile has been integrated more into the overall marketing mix versus being treated separately as a one-off.
Brands are recognizing that they need to have a holistic multichannel view of their consumers in order to measure the impact of mobile marketing and ad spend effectively. Mobile can often be an effective channel for influencing a purchase decision, but the ultimate transaction may be made on the brand's online site or in a store.
Thus, mobile needs to become part of a business' holistic and continuous strategy, otherwise they will lose to their competitors that get this.
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York
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