The 2011 Mobile Marketing Association?s Mobile Marketing Forum in Los Angeles Nov.16-17 will focus on understanding that the mobile channel is not homogeneous, with speakers from  Paramount Pictures, JetBlue Airways, OgilvyOne and Cars.com presenting.

Rock God Gene Simmons and the 41st mayor of Los Angeles Antonio R. Villaraigosa will keynote the event. 

?This upcoming forum is chock full of content with nearly 100 speakers,? said Michael Becker, North America managing director at the Mobile Marketing Association, New York. ?The workshops on the first day are as equally must-attend as the forum itself.?

The workshops on day one will focus on both those who are new to mobile and experts, needing high-level strategies and tactics. There will be a mobile 101 workshop as well as an expert?s roundtable.

ESPN will give a presentation during lunch. 

After lunch there are simultaneous breakout workshops designed to help attendees make sense of all the pieces in mobile. Sponsored by ExactTarget, the expert workshop is focused on mapping out a framework for understanding the cross-channel media mobile marketing landscape. 

The role of the multicultural consumer will also be explored at the workshops, as these individuals make up a bulk of the population in the United States and have an impact on marketing strategy. 

Attendees can expect to engage in Q&A, hear real-life case studies on mobile marketing at work and get research to back the mobile marketing play. 

The day of the conference ? Nov. 17 ? Gene Simmons will be the opening keynote, talking about speaking the language of the consumers. Mr. Simmons will focus on the importance of being relevant to consumers. 

A former Target executive will explore how the retailer  successfully partnered with Microsoft Mobile Advertising and Phluant Mobile to find a way to deliver its weekly print circulars to parents during the Back to School season. 

Attendees will learn best practices on how retailers can leverage mobile to help define strategy and effectively drive consumer engagement, and discover how mobile is acting as the connective tissue with print and online media.

Mack McKelvey, senior vice president of Millennial Media and MMA North American Board Member, will host a fireside chat with Michael Rosenberg, executive director of advertising and new media at Paramount Pictures.  

Attendees will hear about Paramount?s creative mobile campaigns, how mobile advertising has become a staple of every media buy, and what Paramount would like to see in the next evolution of mobile advertising.

 

Next, attendees will be able to engage in Q&A with executives from Patton Boggs LLP, comScore Inc., Merkle Inc., OgilvyOne Worldwide and Men?s Wearhouse Inc.

The rest of the day will consist of three tracks: What?s on the Horizon with Advertising, The Marketer Speaks and Mobile Relationship Management.

At the end of the day, there will be a mobile analytics roundtable focused on using data to shape insights and decision making for maximum results.

The very last session focuses on cross-media integration of mobile. 

?The forum will conclude with Millennial Media-sponsored cocktails,? Mr. Becker said. ?Then that evening we will host the MMA Global Awards Ceremony and Dinner.?