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Direct Marketing Association launches first Mobile Marketing Day

The Direct Marketing Association will launch its first Mobile Marketing Day conference later this month in New York. Mobile Marketer is a supporter.

The daylong event will target direct marketers looking to add mobile marketing to their media mix. Mobile Marketer put together the agenda and speaker list.

"Mobile marketing fits squarely within direct marketing, given its ability to generate and track response to advertising, marketing and retail offers," said Mickey Alam Khan, editor in chief of Mobile Marketer, New York.

"The use of SMS text messaging, mobile Web sites and applications, mobile coupons and other mobile vehicles in direct-to-consumer efforts is well-documented each day in our publication," he said. "This event will complement that coverage in explaining the relevance of mobile to direct marketing, especially in these tough economic times."

To be held on Feb. 26, the event will discuss key topics: Is mobile marketing a direct discipline? What is the state of mobile marketing? What value does mobile offer in loyalty marketing? What is the mobile commerce opportunity for retailers and catalogers? Can mobile boost nonprofit fundraising? Do mobile ads drive consumer engagement? What are the dos and don'ts of mobile in terms of the law?

All told, seven sessions will include 32 mobile experts charged with explaining the relevance of mobile to direct marketers attending the event.

Limited to only 100 delegates, the event will be held at the DMA's Seminar Center at its headquarters in midtown New York.

The DMA Mobile Marketing Council is sponsoring the event.


DMA Mobile Marketing Day, Feb. 26, New York
Agenda of content and confirmed speakers

8 a.m. -- 8:45 a.m.
Registration and light breakfast

8:45 a.m. -- 9 a.m.
Welcome Address
The address will welcome delegates, give a brief background on the DMA's latest milestones, its new emphasis to promote mobile as another direct marketing channel and what the delegates should get out of this daylong event.
Speaker:
Ramesh Lakshmi-Ratan, chief operating officer, Direct Marketing Association

9 a.m. to 9:45 a.m.
Mobile Marketing: Is it Direct?
Mobile marketing encompasses the best of both worlds: Internet marketing's interactivity with traditional direct marketing's accountability and ability to track ROI. While many marketers tap mobile for brand-related advertising, most of them expect to generate leads from click-throughs, registrations, click to call and SMS text opt-ins for alerts and offers. Mobile is the new face of direct.
Speakers:
Diane Strahan, vice president of mobile services, NeuStar
Eric Holmen, president, SmartReply
Bruce Braun, CEO, Agent M
Andy Miller, CEO, Quattro Wireless
Moderator:
Michael J. Becker, executive vice president of business development, iLoop Mobile

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

10 a.m. -- 10:45 a.m.
The State of Mobile Marketing
Mobile marketing is no longer a year away -- it's here and now and being practiced by Fortune 500 companies as well as midsize businesses looking to reach consumers on the go. Mobile is the most personal channel yet, and more marketing dollars are making their way there. Vehicles available include targeted banner advertising on publisher sites, mobile Web sites, loyalty programs through SMS opt-ins, in-game ads, mobile video, mobile commerce, mobile search and click-to-call lead-generation efforts. But marketers have to be aware of wireless carrier requirements, double opt-in rules and what constitutes a legal consumer list in mobile marketing.
Speakers:
Eric Harber, president and chief operating officer, HipCricket
Paul Palmieri, CEO, Millennial Media
Amy Mischler, vice president of identity and brand services, dotMobi
Nic Covey, director of insights, Nielsen Mobile
Jeff Arbour, senior vice president for North America, The Hyperfactory
Moderator:
Mickey Alam Khan, editor in chief, Mobile Marketer

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

11 a.m. -- 11:45 a.m.
Loyalty Marketing: Adding SMS to Your Email, Mail and Affinity Card CRM Program
Getting consumer consent for on-the-spot or time-sensitive alerts, discounts, tickets or coupons is what makes mobile the most powerful tool for loyalty marketing. How to incorporate this channel into the multichannel CRM effort? And what are the rules governing contact with a wireless carrier's subscribers?
Speakers:
Tim Miller, CEO, Sumotext
Patricia Clark, senior vice president, 4Info
Alykhan Govani, CEO for U.S., MX Telecom
Jeannette Kocsis, vice president of digital strategy, Harte-Hanks
Moderator:
Bob Gold, CEO, Gold Mobile

11:45 a.m to 1 p.m.
Lunch break

1 p.m. -- 1:45 p.m.
Mobile Commerce: An opportunity for Catalogers and Online Retailers?
With more smartphones on the market -- from Apple's iPhone to the BlackBerry and Nokia to Samsung, HTC and LG models -- the potential to browse, search and shop is vast. Consumers are already using GPS and maps on mobile phones to search for local stores. Retailers are also launching mobile-friendly sites to anticipate shopping on the go. For smart retailers, mobile commerce is a key complement to ecommerce, catalogs and stores.
Speakers:
Jason Taylor, vice president of mobile products, Usablenet
Nick Macilveen, senior director of strategic corporate development and industry relations, OpenMarket
Richard Ting, executive creative director and vice president of mobile and emerging platforms, R/GA
Moderator:
Marci Troutman, founder, Siteminis

1:45 p.m. -- 2 p.m.
Break

2 p.m. -- 2:45 p.m.
Mobile Giving: The Future of Nonprofit Fundraising
Consumers are said to have donated an estimated $500,000 last year through their mobile phones. Almost 40 percent of those funds raised went to the American Red Cross. A partnership with wireless carriers can help nonprofits maintain and even increase their donation levels in these tough times. Charities and nonprofits can alert their donor base to this new channel and get mobile opt-in consent to donate via the phone.
Speakers:
Jo Sullivan, senior vice president of development and communication, ASPCA, and chair, DMA Nonprofit Federation
Elizabeth Santiso, executive vice president, Keep a Child Alive
Ocean Fine, senior manager of client services, VeriSign Messaging and Mobile Media
Jim Manis, chairman/CEO, Mobile Giving Foundation
Moderator:
Tony Aiello, senior vice president of business development, Mobile Accord

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

3 p.m. -- 3:45 p.m.
Driving Consumer Engagement Through Mobile Advertising
User-friendly browsers and smartphones have enabled the launch of thousands of mobile Web sites. Quality inventory from mainstream publishers and a growing following of mobile readers have created an ideal opportunity for targeted advertising. Banners on mobile sites are hard to miss, offering the option to click through, click to site or click to call. And it is not too hard to figure out, both in creative and media planning and buying.
Speakers:
Boris Fridman, CEO, Crisp Wireless
Brian Murphy, director of sales, AdMob
Susan Marshall, vice president of marketing, ChaCha
Adam Kerr, vice president for North America, Bango
Moderator:
Paran Johar, chief marketing officer, JumpTap

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

4 p.m -- 4:45 p.m.
Mobile Marketing and the Law
While mobile marketing might seem like Internet marketing, the laws governing consumer outreach and database-building are different. Double opt-in is a must. Also, list management is a completely different discipline in mobile. Those 50 million SMS names you can send texts to? Not before you hear the experts' recommendations for best practice.
Speakers:
Helen MAC Murray, attorney at law, Macmurray, Cook
Andrew B. Lustigman, principal attorney, The Lustigman Firm
Jodi Sangster, vice president of global compliance, Direct Marketing Association
Moderator:
Mickey Alam Khan, editor in chief, Mobile Marketer

5 p.m -- 6 p.m.
Sponsored Networking Cocktail Hour
Delegates can network and mingle with speakers, moderators, sponsors and DMA executives.

Please click here to view the event page on the DMA's Web site.