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.
Group Vice President, Digital Media and Multicultural Marketing
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.
Vice President and Practice Leader
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.
Vice President, Global Advertising and Digital
Global Chief Executive Officer
Mobile Marketing Association
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.
Head of Marketing Insights, Global Insights and Analytics
Director, Insights, GLobal Account Management
Omnicom Media Group