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Mobile Marketing Day 2011: presentations

Senior execs from USA Today and National Hockey League along with industry experts discussed the state of mobile marketing at this third annual event Feb. 22 in New York organized by Mobile Marketer in conjunction with the Direct Marketing Association.

Here are the presentations from Mobile Marketing Day Feb. 22 in New York.

Mobile Advertising: What?s Working, What?s Not and Why this Year is Breakout
With more than $1 billion in mobile advertising revenue clocked last year through mobile Web, mobile applications, SMS and mobile video, expectations are high for 2011 numbers: a doubling or even more. The reasons are many, chief among them a broader understanding among Fortune 500 advertisers and beyond that they need to be where consumers are: on mobile. Inventory on mobile publisher sites is up, ad units are getting more sophisticated and engaging, and ROI is increasingly being proved on calls to action. Indeed, this is the Golden Age of Mobile Advertising.
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Mobile Commerce: Why a Mobile Store is Key to Continued Loyalty to the Retail Brand and its Outsized Influence on Multichannel Sales
While mobile commerce still accounts for less than 5 percent of digital sales, it is on track to play a key influencing role in driving business to bricks-and-mortar stores, online and call centers for catalog purchases. But what does mobile commerce look like today? And how do customers want to shop their favorite retail brands? It is far too easy for marketers and retailers to slap on the ecommerce face to mobile ? but will it work?
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SMS: How the Workhorse of Mobile is Transforming CRM/Database Marketing and Store-Based Retail
Perhaps the one tool that has established itself as the backbone of mobile CRM is SMS. Text messaging to an opted-in mobile customer base is gaining quick respectability among retailers seeking to drive immediate action on time-sensitive offers in-store, online or via mobile. Convincing a mobile customer to share his or her number to receive offers and updates is a coup for smart marketers. After all, mobile is the most personal communication and marketing medium ? even more than email, which is the online CRM workhorse. As the speakers in this session will prove, targeted, opt-in mobile marketing via SMS pays dividends.

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USA Today: How the Media Brand is Crafting Mobile Advertising Campaigns for Advertisers
Gannett?s USA Today newspaper was one of the early pioneers in mobile, launching SMS alerts more than a decade ago and then following up with a mobile site. The portfolio now includes a sophisticated mobile application as well, allowing the publisher to offer advertising across all mobile channels.
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Mobile 2.0: How a New Wave in Mobile is Driving Performance
Increasing sophistication of handsets and platforms is enabling mobile to realize its true potential of combining proximity to consumer with targeted content and timely advertising and marketing. Consumers now expect from mobile phones experiences realized on Web-enabled computers and stores ? plus more. So where is mobile advertising and marketing heading?
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NHL: How Mobile is a Game-Changer for the National Hockey League and What it Can Teach Other Marketers
The National Hockey League?s use of mobile ? application, site and SMS ? to run content and offers as well as drive traffic to games has proved beyond doubt that it gets the medium. What better way to engage fans who use the mobile phone to take photographs, connect with each other, redeem promo codes and coupons, and access the latest stats, videos, updates and news via SMS alerts, mobile site, mobile application and mobile video?
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