Mobile Marketing presented by Microsoft Advertising (Members Only Conference)

The conference is now sold out. Please visit http://www.ana.net/special/moc-may12east to add your name to the waitlist.

Breakfast

General Session

MACY'S:  2011 MOBILE MARKETER OF THE YEAR
Macy’s was named 2011 Mobile Marketer of the Year by Mobile Marketer, a resource that bills itself as the news leader in mobile marketing, media and commerce. Macy’s serves as a role model for marketers for its outstanding use of mobile as a marketing medium and truly understands that mobile is increasingly becoming the epicenter of the consumer’s interaction with family, friends, coworkers, brands and service providers.  Join Jennifer Kasper, GVP, Digital Media & Multicultural Marketing as she takes us through the successful mobile marketing strategies and executions that have made the retailer best in class in mobile marketing through campaigns that drive traffic to the store as well as holiday promotions like augmented reality for its Believe campaign, an annual national holiday push to support the Make-A-Wish Foundation and more.

Jennifer Kasper
Group Vice President, Digital Media and Multicultural Marketing
Macy’s
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YOUR NEXT CONSUMER: THE CONVERGENCE OF SOCIAL AND MOBILE
"SoLoMo" (social, location, mobile) is on the tip of everyone's tongue. Mobile technology is making it possible – and desirable – to enhance customer relationships through location-relevant and socially enabled engagement. But are we missing the point? Younger audiences are so fully immersed in connected devices that they no longer think of social, location, and mobile as discrete ways to interact with people and brands. Rather, SoLoMo is a ubiquitous part of how “the always addressable consumer” live. This session will explore: the speed at which the new generation of consumers is gravitating toward immersive and ubiquitous social/mobile computing; what the consumer life cycle will look like for this consumer; and what marketers must do now to prepare to meet the needs of their next consumer.

David Cooperstein
Vice President and Practice Leader 
Forrester Research 
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COLGATE-PALMOLIVE & MOBILE MARKETING ASSOCIATION 1-ON-1 CHAT
Jack Haber is vice president, global advertising & digital at Colgate-Palmolive.  Greg Stuart is global chief executive officer of the Mobile Marketing Association.  MMA is the premier global non-profit trade association representing all players in the mobile marketing value chain whose primary focus is to establish mobile as an indispensable part of the marketing mix. In this 1-on-1 chat, Jack and Greg will discuss critical issues including: how to get started in mobile marketing; measuring mobile campaigns; integrating mobile with other media; agency resources for mobile; and more.

Jack Haber
Vice President, Global Advertising and Digital
Colgate-Palmolive Company

Greg Stuart
Global Chief Executive Officer
Mobile Marketing Association
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THE MOBILE LOVE AFFAIR: HOW MOBILE IS SHAPING THE PURCHASE PATH
Microsoft and Omnicom Media Group have partnered on a global consumer research study to understand the role of mobile across the grocery shopping/consumption experience with special focus on how the device might influence shopper marketing. There are many studies which offer mobile statistics.  This session will share a more story-based narrative on the various roles mobile plays. We’ll discuss how consumers spend time with their mobile devices in their paths to purchase and how they establish perceptions and preferences for brands and retailers. This investigation will provide an understanding of how different forms of mobile messaging help build awareness, interest, and preferences for brands and grocery retailers. The study covers qualitative results from five countries and specifically addresses emerging mobile behaviors for shopping within the advanced mobile markets of Japan and South Korea and provides ideas on how more mainstream markets like the U.S. might evolve.

Kelly Jones
Head of Marketing Insights, Global Insights and Analytics
Microsoft Advertising

Jo Rigby
Director, Insights, GLobal Account Management
Omnicom Media Group
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General Session cont.

E*TRADE:  MARKETING A MOBILE APP - WHAT DOES SUCCESS LOOK LIKE?
For over 20 years, E*TRADE has been a leader in online investing, providing a high‐tech, low‐cost investing alternative to traditional brokers.  An outspoken challenger brand, E*TRADE has a rich advertising history, breaking through the financial services category with bold, edgy, and often humorous creative.  Marketing Director David Douglass will review the evolution of E*TRADE’s Mobile marketing strategies, outlining accomplishments, partnerships and offers, and some of the challenges with defining and measuring success. 

David Douglass
Director of Marketing
E*TRADE
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MOBILE OPPORTUNITIES FOR B-TO-B BRANDS
Mobile is unlocking remarkable opportunities for b-to-b brands to drive leads, sales, and loyalty in new ways. Mobile@Ogilvy, the mobile marketing unit of Ogilvy & Mather, will present the findings of a recent study that includes the input of global b-to-b brands such as Cisco, Siemens, UPS, Thomson Reuters, DuPont, and Motorola. This study leverages learning from quantitative work and discussions with large global b-to-b brands to focus on the distinct areas where b-to-b marketers can maximize the value of mobile to grow their businesses. The findings highlight how mobile can drive engagement, empower the sales force and support product and service offerings. Examples of how mobile is achieving this today will be highlighted in the financial services, pharmaceutical, manufacturing and tech industries. Mobile@Ogilvy will be joined by one of their clients who is a leader in this space.

Jeff Stokvis
Director, Digital Strategy
Mobile@Ogilvy

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