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Chicago Mobile Marketing Day April 18: Pandora,,, Microsoft, The Hyperfactory, Nielsen Co.

Below are the speaker presentations for the second annual Results 2013: Mobile Marketing Day in Chicago:

Mobile versus Mobility: A New Era of Connectivity
Video snippets of Doug Rozen?s presentation:

Pandora: The Mobile Craze: How Personalized Content is the Future of Media
Video snippets from Brian Colbert's presentation:

Making Sense of the Mobile Platform and Device Landscape
Video snippet of Paul Kultgen's presentation:

Implications for Publishers and Direct Marketers with the Consumer Move to Mobile
Video snippet of Christy Cole's presentation:
- The Value Equation of Mobile
Video snippet from Sharon Knitter's presentation:

The Ins and Outs of SMS and Location-Aware Marketing for Retail and CRM
Video snippets from John Styers and Tim Miller's presentation:

Why the Windows Ecosystem Matters in the Digital Era Going from 0 to 65 Million Installs in 4 Years and Making Mobile a Key Revenue Channel
Video snippet from David Wygent's presentation:

Registration for this event is now closed

The second annual Results 2013: Mobile Marketing Day in Chicago will take place on April 18. Aimed at agencies, brands and publishers, executives from,, Pandora, Nielsen Co., Microsoft, comScore and The Hyperfactory will discuss the best ways to leverage mobile into a marketing mix.

The daylong event is meant to help marketers just looking to delve into mobile with best-practice tips and examples of successful campaigns. Equally as important, brands need to realize how mobile fits into broader strategies that incorporate all marketing mediums.

?Ideally, we want to use Chicago Association of Direct Marketing?s Mobile Marketing Day as a forum for those tenured in mobile to share experiences with those newer to the mobile landscape,? said Jen Brady, CADM President and CEO of Fred & Associates, Inc., Chicago.

?And ideally, those nascent marketers of the mobile landscape can educate those more tenured about the challenges navigating through the intricacies of mobile marketing ? and it's not just about marketing via smartphones,? she said.

?Chicago has made a huge commitment to technology and its integration with marketing.  With various Chicago companies involved in the marketing process from funding, to technology, to innovation, to creative development, to media planning and buying and to overall market presence, CADM's Mobile Marketing Day will enhance the current position of Chicago as an innovating city.?

The event is organized by the Chicago Association of Direct Marketing and Mobile Marketer. Mobile Marketer is program sponsor, Microsoft is the venue sponsor, and Sumotext is the lunch sponsor of the event.

Below is the agenda.


7:30 a.m. ? 8:15 a.m.
Registration and Breakfast

8:15 a.m. ? 8:30 a.m.
Welcome Address
Jen Brady, president, Chicago Association of Direct Marketing, and president/CEO of Fred & Associates Inc.
Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

8:30 a.m. ? 9 a.m.
Mobile versus Mobility: A New Era of Connectivity
The past five years have shown considerable evolution in the mobile market. From the introduction of the smartphone to the launch of the tablet, new technologies have been coming out rapid-fire. Marketers have tried to evolve along with devices, but struggle to realize that the focus should now be on the consumer. While mobile is about the technology, the hardware and the operating system, mobility is about the consumer and how mindsets and tendencies have changed. This session will cover:
? What it means for marketers that 90 percent of the population has a connected device within arm?s length at all times
? How mobile has redefined how marketers engage with brands and retailers
? The implications that this evolution puts on the consumer path to purchase
? Case studies including and Better Homes and Gardens

Speaker: Doug Rozen, chief innovation officer of Meredith Xcelerated Marketing, and head of mobile practice, The Hyperfactory

9 a.m. ? 9:15 a.m.

9:15 a.m. ? 9:45 a.m.
Pandora: The Mobile Craze: How Personalized Content is the Future of Media
Despite the current buzz around mobile, marketers are still underestimating the effect that mobile will have on media behavior and advertising over the next decade. Pandora has seen the shift, with 75 percent of its radio listeners tuning in on mobile devices. It is a prime example of how mobile allows users to personalize their content, while opening up endless opportunities for marketers to seamlessly connect with their desired audience. In this session, attendees will learn about:
? Macro mobile trends and insights on mobile advertising
? The connection between mobile and music and how brands of all sizes can harness the power of mobile
? The shift to platform-agnostic content
? How Pandora is using mobile to its advantage
? Case studies on brands running mobile ad campaigns on Pandora

Speaker: Brian Colbert, vice president of mobile advertising sales, Pandora
9:45 a.m. ? 10:00 a.m.

10 a.m. ? 10:30 a.m.
Making Sense of the Mobile Platform and Device Landscape
As the race is currently playing out, there are two horses in the mobile platform space: Apple with its iOS operating system and Google with its Android OS. On the device side, again it is turning into a tussle between Apple with its iPhone smartphone and iPad tablet and Samsung with its Galaxy mobile devices. Fighting for third and fourth places are Research In Motion?s BlackBerry and Microsoft with its Windows OS. And then there are others such as Nokia, HTC, Huawei and Google?s own Motorola that want skin in the game. How is a marketer to plan for investment and technology stability in this ever-evolving scrum for market share? Attendees will learn:
? Is the mobile market already divvied up between Apple, Google and Samsung?
? An overview of the key mobile platforms and device makers
? Where marketers should place their mobile bets, keeping in mind their own customer and prospect base
? Maximizing mobile ROI for product planning, mobile content, mobile advertising sales and mobile marketing, along with behavior segmentation, cross-platform ad performance measurement and optimization, and social media strategic planning

Speaker: Paul Kultgen, vice president of technology and telecom advertiser solutions, Nielsen Co.

10:30 a.m. ? 10:45 a.m.

11 a.m.  ? 11:30 a.m.
Implications for Publishers and Direct Marketers with the Consumer Move to Mobile
It is no exaggeration to say that publishers and direct marketers are seeing seismic shifts in how their customers and prospects consume content and conduct transactions. Mobile phones and tablets are not only stealing share from computers, but also becoming the preferred devices for interactions across all levels. Mobile-first is a reality that has already hit publishers? bottom lines, forcing them to adjust yet again to a new reality soon after the Internet threatened their dependence on print advertising, classifieds and circulation revenue. This session will focus on:
? Insights around trends in overall Web traffic and the share that is now on mobile phones and tablets versus PCs
? Data on multi-platform trends, particularly on consumers accessing publisher sites from online, online and mobile, and mobile-only
? Reviewing which categories and which top publishers are achieving the biggest audience lifts from their mobile properties
? Within mobile, behavioral insights on where the action is ? which categories have the largest audiences and engagement ? and whether it is mobile-optimized Web sites or applications that are driving this engagement
? Insights around key opportunities for mobile publishers and direct marketers

Speaker: Hans Fredericks, vice president of mobile business development, comScore

11:30 a.m. ? 11:45 a.m.

11:45 a.m. ? 12:15 p.m. The Value Equation of Mobile
Maintaining its position as the leading Internet destination for car shoppers, with more than 11 million unique monthly visitors, also has its foot in the mobile world. Industry analysts forecast that U.S. brands will spend more than $4 billion on mobile advertising in 2013. Consumers are using mobile devices in conjunction with traditional offline and online media, sometimes making it difficult to measure ROI. Should marketers be measuring click-through rates, or is there a better way to more-effectively track consumer intent? This session will cover:
? Analytics that can be used to determine the ROI for mobile campaigns
? Examples of mobile-specific advertising campaigns and the associated results
? A look into how mobile customers behave differently when it comes to thebottom line
? The case study: how the service works with automakers and advertisers

Speaker: Sharon Knitter, senior director of mobile,

12:15 p.m. ? 1:00 p.m.
Sponsored Lunch Break

1:00 p.m. ? 1:30 p.m.
Sponsored Lunch Keynote: The Ins and Outs of SMS and Location-Aware Marketing for Retail and CRM
While all the media buzz centers around applications, QR codes and other mobile technology of the day, brands cannot overlook the workhorse: SMS. Applied well, text messaging is one of the most weapons in a marketer?s arsenal, delivering time-sensitive offers, drawing opted-in customers to stores and informing those consumers in the loyalty program of updates and incentives for shopping more with the brand or retailer. Also, location-aware mobile marketing is another tool that marketers must add their kit to target shoppers where they are shopping. This session will discuss:
? Why SMS matters to retailers and marketers for retail and CRM efforts
? How to create and implement an effective SMS campaign
? Turning SMS into an integral part of a marketer?s CRM program in an era of loose loyalty
? How to incorporate location-based methods such as StarStar into the marketer?s mobile strategy

Speakers: Tim Miller, founder/president, Sumotext
John Styers, executive vice president, Sumotext

1:30 p.m. ? 1:45 p.m.

1:45 p.m. ? 2:15 p.m.
Why the Windows Ecosystem Matters in the Digital Era
Having been around for more than 35 years, Microsoft is a name that is ingrained in consumer minds all over the world. While the company has been associated with computers throughout most of its lifetime, it has made a significant splash in the mobile world in recent years. On top of the Windows operating system on both phone and tablet, Microsoft?s latest mobile addition has been the Microsoft Surface tablet. Its tile-based OS is unmistakable for its color and ease of use, vying to offer an alternative to consumers seeking options beyond Apple, Google and Samsung. Delegates will learn about:
? The full integration of the Windows 8 ecosystem
? Premium-scale opportunities for brands and advertisers within the Windows ecosystem
? How Windows phones and tablets will shape Microsoft?s mobile and digital story
? An overview on how Microsoft has made the shift to mobile and what it means for marketers and consumers

Speaker: Marty Collins, director of emerging media, Microsoft

2:15 p.m. ? 2:30 p.m.

2:30 p.m. ? 3 p.m. Going from 0 to 65 Million Installs in 4 Years and Making Mobile a Key Revenue Channel
When traditional dictionary publishers were selling their applications for $29.99-plus, entered the market with a free and better product to dominate market share, which it repeated on emerging platforms. It continued its momentum by creating a marketing and analytics platform to drive app discovery, reaching 20 million unique monthly users. has diversified its business model and evolved the product to accommodate the evolving mobile advertising ecosystem. In this session, delegates will learn about:
? The case study
? Tips on how to manage and optimize your storefront
? Examples of win-win features for users and advertisers
? Multi-platform custom ad takeovers and targeting
? How to make a quick and successful transfer from desktop to mobile

Speaker: David Wygant, vice president and general manager of mobile,

3 p.m. ? 3:15 p.m.

3:15 p.m. ? 4 p.m.
Panel: Key Trends and Issues in Mobile Advertising and Marketing
Mobile is the single biggest disruptor is the marketplace, second only to the Internet?s birth two decades ago. However, the fact has yet to sink in with most marketers nationwide. Not only is mobile reshaping consumer attitudes to work, home and play activities, it is also upending existing business models. That said, the cacophony of mobile devices, operating systems and channels make it difficult for marketers to focus their content, advertising, marketing, media and retail strategies. In this session, the panelists will discuss:
? Who is shaping behavior: device makers, operating systems developers, marketers or consumers themselves
? Are there any winners among the many mobile channels, including SMS, MMS, mobile site, mobile app, QR codes, geo-targeting and location-aware marketing, augmented reality, mobile search and mobile advertising
? Is mobile search being under-estimated
? How mobile is upending the media and publishing business model
? Mobile commerce: the brightest growth spot in retail
? The growing phenomenon of showrooming
? How mobile will disrupt business-as-we-know-it ? and what to do about it

Speakers: R.J. Talyor, vice president of mobile products, ExactTarget
Alok Kapur, vice president and global head of mobile, Experian Marketing Services
Josh Herman, vice president of product strategy and innovation, Acxiom
Patrick Moorhead, vice president of mobile, Catalina Marketing
Cass Baker, executive vice president, Leapfrog Online
Dirk Rients, vice president of mobile, Draftfcb
Ivan Braiker, president, Hipcricket
John D. Fauller, chief operating officer, Snipp

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

4 p.m. ? 5 p.m.
Cocktail Hour and Networking Reception

Please click here to register for Results 2013: Mobile Marketing Day in Chicago on Thursday, April 18, 2013.

Dirk Rients, vice president of mobile, Draftfcb, Chicago
My biggest takeaway I hope attendees get from Chicago Mobile Marketing Day is that they see real-life examples of how brands and agencies have integrated mobile into a strategy or campaign.  Too often a majority of the mobile conferences talk about the growth of mobile, which we already know is happening.

A majority of the mobile conferences are held on the East and West Coasts.  There is a lot of great mobile work being done here in the Midwest that needs to be showcased at events like Chicago Mobile Marketing Day.

Sharon Knitter, senior director of mobile,, Chicago
The No. 1 takeaway I will have is that we need to determine the key performance indicators for mobile products, and it is likely we will need to measure the success of mobile marketing differently than other forms of marketing.

I hope there is a lot of discussion around how mobile is integrated into other programs.

Cass Baker, executive vice president, Leapfrog Online, Chicago
In the mobile space from engaging consumers to direct response, you are behind dramatically if you aren?t heavily invested.

Much the same as the early Web days, the silos and mission objectives are the core issues. You need to look at mobile as a truly multifaceted solution for your customers. If you try to make it one thing owned by one group, you are more than likely to fail. If you?re going to create a mobile app, cool is fine at some level, but what are you truly asking them to do?

Chicago constantly needs to form leaders and needs to show that there is innovation going on that we are delivering on. When you think about mobile from my perspective, it turns into something very personable, and when I think about the Midwest, it is about making things work. I think it is about who Chicago is as a marketing organization, what mobile can deliver and how we can leverage it to be the center of this.

David Wygant, vice president and general manager of mobile,, Oakland, CA
As any bustling retail shop knows, location and merchandising are everything. There are lots of good applications that don?t have an audience. And lots of poor apps that do, at least for now.

Target large and growing demand where your brand and competencies can fulfill a specific need, and build your app with traffic drivers in mind from the very beginning. Your storefront in the App Store should be aligned and optimized from top to bottom ? icon, title, keywords, description, screenshots, release notes, ratings and localization.

John Styers, vice president at Sumotext, Little Rock, AR
Mobile is incredibly dynamic. Owning the mobile strategy for a brand requires a commitment to staying engaged with a broad range of mobile technologies, industry regulations, current legal issues and consumer behavior.  Additionally, focus on a multi-solution strategy to engage with customers across the entire range of engagement from broad distribution of simple messaging to the more rich media mobile apps.

While mobile is clearly passed the pioneer stage, we are still in our infancy and adolescence.  Working together across verticals and within verticals is the quickest route to cumulative success in motivating, reinforcing and accelerating the consumer to adopt a new purchasing behavior. Building the local network of mobile centric decision makers will help all Chicagoans.

Doug Rozen, chief innovation officer of Meredith Xcelerated Marketing and head of mobile practice, The Hyperfactory, New York
There is a growing difference between mobile and mobility. Mobile is about the technology, the hardware, the operating system. Mobility is about us, as consumers, and how our mindset and tendencies have changed because we have so much power in the palm of our hands. Marketers are currently placing too much attention on mobile and not mobility. The best opportunities lie in how brands connect with a consumer, not just leveraging the technology.

Having spent nearly ten years over a decade ago helping Chicago-based brands adopt the early stages of digital marketing, it's great to be part of an event that is results-oriented, not tactics-orientated. True business and brand-building success is what will drive the next stage of mobile. Creative ideas are important, but they need to provide marketers with sizable results to garner greater attention focus and yes ? budget with brands.

?Having the second annual Mobile Marketing Day in Chicago is key for the region?s marketers to get first-hand knowledge of how mobile is influencing consumer behavior toward marketing overtures,? said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily, New York.

?Spending the day immersed in the latest mobile thought, strategy, tactics and case studies will arm attendees with insight to propel them to right-course their branding and customer acquisition and retention strategies,? he said.

Please click here to register for Results 2013: Mobile Marketing Day in Chicago on Thursday, April 18, 2013.