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Sept. 2: Pepsi to keynote holiday Mobile Marketing Summit, New York

Pepsi drives participation in multichannel campaig

Pepsi: The Game

Please click here to register for the Sept. 2 Mobile Marketing Summit New York: Holiday Focus 2010

The first Mobile Marketing Summit will be held Sept. 2 in New York at the National Museum of the American Indian, a Beaux Arts Smithsonian museum in downtown Manhattan.

Targeting senior executives and decision-makers at brands, ad agencies, publishers, retailers and service providers, the East Coast summit will be followed a few months later by a West Coast event. (Conference agenda below write-up.)

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“The Sept. 2 event is focused entirely on holiday strategies incorporating mobile into the multichannel mix from a marketing and commerce perspective,” said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily.

“This holiday season will mark the first time where mobile will play a key role in marketing, shopping and buying decisions,” Mr. Alam Khan said. “To not have a mobile element in the holiday marketing and commerce outreach will mean a lost opportunity for brands to get closer to customers and prospects.”

ESPN taps mobile to court World Cup soccer fans

Gooooooooooooooooooooooal!

The New York summit is limited to around 100 executives on a first-come, first-served basis.

Registration open
Titled “Mobile Marketing Summit: Holiday Focus 2010,” the daylong event features keynotes from senior executives at Pepsi, Kenneth Cole, ESPN and Waterford Wedgwood Royal Doulton, with an indepth look at Steve Madden's holiday mobile tack.

Speakers from Microsoft, AT&T, Verizon Wireless, USA Today, National Geographic, Neustar, Weather Channel, Millennial Media and Forrester Research are among others who will share ideas, research, best-practice tips and case studies.

Kenneth Cole

Mobile is in style

The Mobile Marketing Summit is priced at $495 to cover the conference and breakfast, lunch and a cocktail reception at day’s end.

Sponsors of the holiday Mobile Marketing Summit include Millennial Media, Netbiscuits, Kony Solutions, Microsoft, iLoop Mobile, Neustar, OpenMarket, Medialets, Air2Web and SiteMinis. For sponsorship information, please contact .

Please click here to register for the conference.


AGENDA

Mobile Marketing Summit New York: Holiday Focus 2010
Thursday, Sept. 2, 2010

A presentation of Napean, owner of Mobile Marketer and Mobile Commerce Daily

Focus: The Mobile Marketing Summit New York is focused on delivering strategic and tactical advice to marketers for including mobile marketing and commerce in the multichannel mix for the upcoming holidays

Price: $495 to cover conference, breakfast, lunch and cocktail reception

Registration page: Please click here

Venue:
National Museum of the American Indian
One Bowling Green
New York, NY 10004
Museum phone: 212-514-3700
Directions: A Beaux Arts building, this Smithsonian museum is directly across from Battery Park downtown and at the start of Broadway. Entrance is from the ground floor to the right of the main steps.

Please show up early. All attendees have to pass through a metal detector since the museum is a federal building.

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

8:45 a.m. – 8:50 a.m.
Welcome Address
Speaker:
Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

8:50 a.m. – 9:30 a.m.
Why Mobile is Key to the Multichannel Mix for the 2010 Holiday Season
This holiday season will be the first where mobile will play a key role in shaping shopping and buying decisions for today’s convenience-seeking, bargain-hunting consumer. More Web-enabled smartphones in the market will play a critical role in influencing how consumers interact with content, marketing and commerce over the holidays. So what mobile-enabled strategies and tactics should marketers and retailers employ to ensure the attention and business of the holiday consumer? Hear session panelists discuss:

 What’s the risk of not including mobile in the holiday plans?
 What makes this holiday season for mobile different from years past?
 Which brands are getting it right for mobile – and why?
 Is there such a thing as a holiday mobile strategy?
 The one thing marketers and retailers can – indeed, must – do to mobile-enable their holiday campaigns and commerce efforts

Speakers:
Andrew Koven, president of ecommerce and customer experience, Steve Madden
Maria Mandel, vice president of media and marketing innovation, AT&T Ad Solutions, and North America chair, Mobile Marketing Association
Marcus Startzel, senior vice president of sales, Millennial Media
Jamie Wells, director of global trade marketing for mobile advertising solutions, Microsoft
Jay Emmet, senior vice president, Amdocs, and general manager, OpenMarket
Jason Taylor, vice president of global product strategy, Usablenet
Joy Liuzzo, senior director of marketing and mobile research, InsightExpress

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

9:30 a.m. – 9:45 a.m.
Break

9:45 a.m. – 10:15 a.m.
Morning Keynote: Kenneth Cole
How Mobile is Influencing Kenneth Cole’s Retail Strategy for the Holidays and Beyond
A retailer of hip and trendy apparel and accessories, Kenneth Cole is said to have attributed 1.5 percent of overall revenue to mobile. Not surprisingly, this mobile commerce performance is the result of Kenneth Cole’s integration of mobile within its multichannel efforts that include online, in-store, mail , outdoor and display advertising. The retailer is working hard to ensure that all touch-points are consumer-friendly. In this keynote, find out:

 What role mobile advertising and commerce will play in the upcoming holiday season
 How Kenneth Cole views mobile in the multichannel context
 Which tactics resonate in mobile
 Which mobile channels matter to Kenneth Cole and why
 What other retailers and marketers can learn as they finalize holiday plans including mobile

Speaker:
Tom Davis, vice president of ecommerce, Kenneth Cole

10:15 a.m. – 10:30 a.m.
Break

10:30 a.m. – 11:15 a.m.
How Will Consumers Engage with Ads, SMS, Sites and Applications over the Holidays – and why it Matters for Customer Experience
Trends indicate that more consumers will engage with mobile advertisements, Web sites, applications and mobile search functionality this holiday season than in previous years. It is also reflective of ease with which consumers are migrating their online browsing habits to mobile, especially on Apple iPhone and iPad, BlackBerry and Google Android devices. What will a bad experience on mobile mean for the brand in terms of loss of loyalty? Expect this session to discuss:

 How today’s shoppers are being trained to have the same expectations on mobile as they do on the wired Web
 What an inadequate mobile presence will be for brand loyalty, reputation and sales
 What the shopper expects from a mobile experience
 Defining a consumer-friendly, holiday-oriented mobile ad, site and application
 Great customer experiences from previous mobile campaigns, sites and applications
 Mobile data trends and what this portends for marketers and retailers for the upcoming holidays

Speakers:
Patti Freeman Evans, vice president and research director, Forrester Research
Shira Simmonds, president, Ping Mobile
Eric A. Litman, chairman/CEO, Medialets
Jay Highley, president, Pangea Partners
Michael Ahearn, vice president of marketing strategy, iLoop Mobile
Bryce Marshall, director of strategic services, Knotice

Moderator:
Ocean Fine, mobile marketing consultant

11:15 a.m. – 11:30 a.m.
Break

11:30 a.m. – 12:15 p.m.
How to Allocate Mobile Budgets This Holiday Season
Close to $600 million will be spent this year on mobile advertising, while the comparable numbers for mobile commerce are anyone’s guess. What is clear, though, is that more spending will shift from online to mobile. However, given mobile’s short history, there is little precedent to determine allocation of funds for mobile campaigns or mobile commerce efforts. But the decisions have to be made as more consumers start interacting with ads and buying through smartphones and tablets such as the iPad. Panelists in this session will discuss:

 What is the process to allocate budgets for mobile in terms of marketing, technology, people and commerce and can marketers adapt from other channels
 Can mobile learn from the Internet’s early years in terms of budgets – or is it a bad idea?
 How much to spend on mobile presence development, including ads, sites, applications, SMS campaigns, search, social media and retail store integration
 Invest in mobile branding or direct response – and where to place the dollars
 The formula for an effective mobile media buy
 For mobile commerce – site, application, SMS or all three?

Speakers:
Gretchen Scheiman, partner and associate director for digital dialogue, OgilvyOne Worldwide
Alexandre Mars, CEO, PhoneValley, and Publicis Groupe head of mobile
Paul Gelb, national manager for emerging media, Razorfish
Thom Kennon, vice president of strategy, WPP Group’s Wunderman
Dave Geipel, chief operating officer, QWASI
Gowri Shankar, president/CEO, SinglePoint
Caitlin Remby, East Coast head of sales, Navteq Media Solutions
Joe Meyer, CEO, HopStop

Moderator:
Lindsay Woodworth, director of marketing, 2ergo

12:15 p.m. – 12:30 p.m.
Break

12:30 p.m. – 1 p.m.
Pre-Lunch Keynote: ESPN
ESPN's Game Plan for the Holidays
The nation's most popular sports cable network is also one of the most visited properties across mobile channels. ESPN has harnessed the power of its brand and packaged content in just the right way to deliver sports scores, updates and news via the mobile Web, applications, video, television and SMS alerts. The network is one of the few that has an entire team with resources dedicated to monetizing mobile while making the experience for both consumers and advertisers as pleasing as watching games on a regular TV set. This holiday season, ESPN is set to innovate even further. In this session, attendees will learn:

 What ESPN has planned for this holiday season
 The network's experiences with mobile over the previous holidays
 How ESPN handles its mobile ad sales process
 The integration of mobile with other delivery channels
 Best-practice tips for advertisers and brands, publishers and ad agencies for an effective holiday season

Speaker:
John Zehr, senior vice president and general manager, ESPN Mobile

1 p.m. – 2 p.m.
Networking Lunch Break

2 p.m. – 2:45 p.m.
Are Publishers and Broadcasters Providing an Advertiser-Friendly Environment for the Holidays?
Mobile advertising’s growth is only as good as the platforms that run the ads. Given the mountain of evidence, major media brands are leaving no stone unturned to offer advertisers a package comprising mobile sites, applications, SMS alerts and social media integration. The goal is to deliver a seamless branding experience across all channels. Attendees will learn:

 How publishers and broadcasters are creating optimal contextual experiences for advertisers to run their holiday-oriented display, search and rich media campaigns
 What kind of offers are likely to resonate over the holidays
 Key best-practice tips for creative across all mobile platforms and operating systems including Apple iPhone and iPad, Google’s Android, Research In Motion’s BlackBerry, Nokia’s Symbian and others
 Campaign performance tracking, measurement and analysis
 How to make an effective media buy on mobile

Speakers:
Cameron Clayton, vice president of mobile, The Weather Channel
Craig Etheridge, vice president of mobile advertising sales, Gannett Digital/USA Today
Katie Juhl, manager of mobile, National Geographic Global Media
Scott Drake, vice president of CNBC Digital Technology and Products
Craig Kirkland, director of mobile products, CNN
Laura McEwen, vice president and publisher, Conde Nast's Self Magazine

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

2:45 p.m. – 3 p.m.
Break

3 p.m. – 3:30 p.m.
Post-Lunch Keynote
How Pepsi Incorporates Mobile for Audience Engagement
Pepsi has won wide acclaim for its interactive marketing going back to the mid-1990s. In the years since, the beverage-to-foods giant has made tremendous strides in the use of interactive marketing for audience engagement and to drive traffic online, to stores and to partners. Now, with the mobile Web and applications as well as SMS, Pepsi is taking audience engagement to new levels – again, to become the choice of a new generation. In this keynote session, attendees will learn:

 How Pepsi approaches mobile in the multichannel content, especially digital marketing
 The company’s treatment of mobile advertising and marketing during the holidays and whether it is preferential
 How 2010 may have parallels to 1996 – when Pepsi launched its first Web site, PepsiWorld
 The success so far of its mobile initiatives and overall expectations 
 Highlights of mobile campaign work
 How consumer packaged goods companies can embrace mobile

Speaker:
John Vail, director of digital production and promotions in the digital engagement group, Pepsi-Cola North America

3:30 p.m. – 3:45 p.m.
Break

3:45 p.m. – 4:30 p.m.
Best-Practice Tips: What Works and What Doesn’t Work for Holiday Mobile Marketing and Commerce
For many marketers and retailers, holiday 2010 will be their first or second season incorporating mobile into multichannel plans. It pays to heed lessons learned from the Internet’s early days of what to do and what not to do. For example, SMS is governed by special rules in terms of opt-ins and list usage. Also, a banner ad that clicks through to a regular Web landing page and not one that is mobile-optimized may result in a lost sale or wasted branding impression. In this session, attendees will learn from the experts the key dos and don’ts to avoid any consumer or regulatory run-ins over the holidays, including:

 The one unexpected thing that may happen over the holidays
 Working with wireless carriers for effective mobile advertising and marketing
 How to avoid site and application spikes and crashes during Black Friday, Cyber Monday and key shopping periods
 How to deploy an effective SMS campaign for the holidays, including appropriate copy, measurement and database marketing
 Key elements in a user-friendly mobile site and application: design, search, functionality and frictionless shopping and transactions
 Creative and offers that encourage click-throughs to mobile-optimized landing pages
 Back-end issues with mobile commerce: order-taking, inventory management and warehouse connectivity to mobile commerce and ecommerce engines

Speakers:
Stephanie Bauer Marshall, associate director for mobile advertising and marketing, Verizon Wireless
Eric Harber, president, Hipcricket
Pete Langlois, director of mobile product innovation and strategy, Neustar
Jennifer Okula, vice president of data innovation, Safecount
Annette Tonti, CEO, MoFuse
Brian Murphy, mobile ad sales, Google
Ran Farmer, managing director for North America, Netbiscuits

Moderator:
Marci Troutman, CEO, SiteMinis

4:30 p.m. – 4:45 p.m.
Break

4:45 p.m. – 5:15 p.m.
Afternoon Keynote
Waterford Wedgwood Royal Doulton
A Luxury Brand’s Expectations for Mobile
A luxury brand survives not just on quality or exclusivity but also the way it is marketed to the target audience to stoke desire. Marketing is key to portraying the brand’s values. So is the mobile medium ideal for marketing or commerce decisions? Find out what the maker of Waterford Crystal and Wedgwood and Royal Doulton china expects from mobile as part of the multichannel mix. In this keynote, attendees will learn:

 Can mobile really represent a luxury brand’s values
 What role can mobile play in a luxury brand’s marketing and retail efforts for the holidays and beyond
 Which makes more sense – mobile site, application, SMS or all three
 How mobile needs to closely integrate with the brand’s multichannel efforts
 What are luxury brands’ biggest issues with other channels and how mobile and online can help
 The mobile holiday wish list

Speaker:
Leisa Glispy, director of global ecommerce, Waterford Wedgwood Royal Doulton

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

5:15 p.m. – 7 p.m.
Networking Cocktail Reception

Hotels in the vicinity of the National Museum of the American Indian across from Battery Park in downtown New York:

 Ritz-Carlton Battery Park, 2 West Street, New York, NY 10004: tel: 212-344-0800.
Site: Please click here 

 Marriott World Financial Center, 85 West Street, New York, NY 10006; tel: 212-385-4900.
Site: Please click here 

 Millennium Hilton, 55 Church Street, New York, NY 10007; tel:212-693-2001
Site: Please click here 


 
Related content: Mobile Marketing Summit, Mobile Marketing Summit Holiday Focus 2010, Mobile Marketing Summit, conference, Pepsi, mobile marketing, mobile

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