Receive the latest articles for free. Click here to get the Mobile Commerce Daily newsletters.
Mobile Marketing Summit New York Sept. 10: Lord & Taylor, NYT, Zappos, Beyond the Rack, GameStop, TwitterBy
Registration is open for the fifth annual Mobile Marketing Summit: Holiday Focus 2014 New York conference Wednesday, Sept. 10 featuring speakers from Lord & Taylor, Twitter, Amazon’s Zappos, Beyond the Rack, GameStop, New York Times, Bloomberg, DigitasLBi, Bottle Rocket and LivingSocial. This day-long New York event is a must-attend for brands, retailers, ad agencies and publishers looking to map out an effective mobile marketing and commerce strategy tying in with other channels, especially around the key holiday season.
At this exclusive summit organized by this publication, attendees will get to listen and meet with key executives moving the needle for mobile advertising, marketing, media and commerce. The conference, whose agenda is below, will be limited to only 200 delegates.
“Trends indicate that now as many consumers are comfortable researching their shopping purchases on mobile phones and tablets as they are on laptops and desktops, thus proving the influencing heft that mobile carries into this holiday season,” said Mickey Alam Khan, editor in chief of Mobile Commerce Daily and Mobile Marketer, New York.
“This emerging mainstream behavior will need a marked shift in thinking for holiday marketing and retail efforts,” he said. “Consumers will expect a seamless transition from their mobile experiences to computers and stores and vice versa or in any sequence that suits their immediate mood, completely upending the typical purchasing funnel that most marketing and retail executives live by.
“Mobile is set to scramble the existing order of things this holiday season, with benefits going to those marketers and retailers that are forewarned and forearmed.”
Season’s great thing
The Mobile Marketing Summit is designed to offer senior marketing, retail, publishing and agency delegates clarity on how to proceed with the right mobile strategy that drives traffic not just to online or mobile commerce destinations but also to stores where the bulk of retail transactions still occur.
A deep-dive into featured issues and topics, the summit is also geared to helping marketers with mobile marketing decisions that continue to build on the customer relationships established in other channels.
Attendees will get access to the presentations.
The event is priced at $695 for the day, which includes breakfast, lunch and cocktails. Refunds will not be offered 72 hours before the event or for no-shows on the day of the summit.
For sponsorship, please contact Jodie Solomon at email@example.com.
The Mobile Marketing Summit is part of Mobile Marketer’s exclusive summit series that includes Mobile FirstLook in January and the Mobile Women to Watch Summit in November, along with sister title Mobile Commerce Daily’s Mcommerce Summit in May and Mobile Research Summit in June. A major point of different with these events is their strong editorial spine and deep-dive into topics under discussion with the added opportunity of networking and mingling with the nation’s leading mobile stalwarts.
The summit agenda can also be accessed via http://www.mobilemarketingsummit.com.
Mobile Marketing Summit: Holiday Focus 2014
Wednesday, Sept. 9, 2014
A Napean Presentation
Time & Life Building
8th Floor Auditorium
1271 Avenue of the Americas
New York, NY 10001
7:30 a.m. – 8:45 a.m.
8th Floor Gallery
Breakfast and Registration
8:45 a.m. – 9 a.m.
Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily
9 a.m. – 9:45 a.m.
Beyond the Rack: Mobile at the Center of All Commerce and Marketing
Nearly 40 percent of flash-sale online retailer Beyond the Rack’s traffic and sales are mobile. The apparel merchant offers a mobile commerce site, tablet-optimized site, an iPhone application and an iPad app. Mobile sales are on the way to eclipsing desktop sales. So, Beyond the Rack has created a strategy that it calls Mobile From 360 Degrees. This puts mobile at the center of all of the retailer’s commerce and marketing initiatives. In addition to spelling out the Mobile From 360 Degrees strategy, details examples of the strategy at work and results, this keynote will discuss:
• How mobile and tablet has changed and continues to change consumers’ lives both personally and professionally
• Mobile Web’s current trend for BTR and roadmap
• Why build an app and how to track in-app activity
• Mobile 360 optimization’s, not just the product, but all campaigns
• Beyond the Rack’s plan for the holidays
Richard Cohene, director of marketing, Beyond the Rack
9:45 a.m. – 10 a.m.
10 a.m. – 10:45 a.m.
LivingSocial: How to Provide Local Commerce with a Mobile Presence
Social network LivingSocial’s new mobile applications for iPhone, iPad and Android include simplified navigation, geolocation services, improved maps and enhanced search function. Vouchers are bought, stored and redeemable via the application, doing away with paper vouchers. Mobile currently accounts for more than half of LivingSocial’s traffic, approximately a third of its transactions, and tens of millions of consumer purchases. This keynote presentation will look into:
• Social shopping on mobile
• Beyond email, engaging consumers through mobile marketing
• Providing local commerce with a mobile presence
• Redemption trends in the mobile experience
• LivingSocial’s plans for the holidays
Greg Mazanec, head of digital marketing, LivingSocial
10:45 a.m. – 11 a.m.
11 a.m. – 11:45 a.m.
The New York Times: Mobile as a Key Growth Driver for the Nation’s Leading Publisher
The New York Times is the nation’s premier newspaper and one of the top three in circulation across print, online and mobile. The publication is dedicating considerable resources to strengthen its cross-platform content, while paying special attention to digital. A decision to charge subscription fees for comprehensive cross-channel access or digital-only is paying off. More than 700,000 subscribers pay to access the New York Times on mobile phones, tablets and computers. Digital subscriptions covering online and mobile editions have surpassed digital advertising revenues. However, ad sales on mobile are a growing component of the publisher’s business and future focus. Attendees in this session will learn:
• How device sales over the holidays affects mobile marketing decisions
• Why measuring campaign success is important for optimizing spend
• A look at some of the different campaigns that the New York Times ran this year
• Lessons learned from running these campaigns
• Where the mobile marketing space is headed in 2015
Scott Stanchak, director of mobile marketing, The New York Times
11:45 a.m. – Noon
Noon – 12:45 p.m.
Lord & Taylor: How the Nation’s Leading Fashion Retail Weaves Mobile In the Multichannel Mix
Ryan Craver, senior vice president of corporate strategy, Hudson’s Bay Co.’s Lord & Taylor
12:45 p.m. – 2 p.m.
Sponsored Lunch Break
1 p.m. – 1:25 p.m.
Holiday Mobile Marketing Strategies for Apps
With millions of smartphones and tablets given as gifts, the holiday season brings a mega opportunity for app marketers to get in front of eager new users. But that opportunity is so huge and certainly no secret, so December competition across mobile marketing channels is by far the most intense of the year. This session will share data and suggestions for mobile marketing that will arm marketers for the holiday rush, including:
• Changing historical trends for app marketing costs and user downloads
• Strategies to get the most out of the holiday season
• Most important metrics to focus on
• Most critical channels and how to get the most out of them
Kathy Pattison, vice president of marketing, Fiksu
Adam Marchick, CEO, Kahuna
2 p.m. – 2:45 p.m.
Twitter: Understanding What Makes the New Retail Consumer Tick
As one of the leading social media networks worldwide with more than 500 million users, Twitter has become the digital heartbeat of consumer undercurrents. One of the earliest networks that started in the mobile medium, Twitter is best known for amplifying actions, reactions or emerging patterns of behavior that influence policymaking as well as consumer and business decisions. In this session, delegates will learn:
• What success looks like in a modern consumer’s world
• How the new retail consumer is more mobile, more social, more immediate and more personal
• The new retail landscape and issues such as saturation, top-heavy competition, the shrinking online-offline gap and stores hurting
• Adding value in a new channel-agnostic world, including using data and insights for decision-making
• Success stories on Twitter
• What Twitter is expecting this holiday shopping season to bring
• Twitter as the live, public, conversational and ubiquitous media
Ori Carmel, marketing manager, Twitter
2 p.m. – 2:45 p.m.
Bloomberg LP: Sharing the Process Behind the Video Everywhere Approach
Video Everywhere is the new normal for all content creators, including the nation’s No. 1 provider of financial data and news which owns publications such as Bloomberg Businessweek and Bloomberg Markets in addition to Bloomberg TV and the must-have Bloomberg terminal for stockbrokers and traders. With smartphones, tablets and connected televisions, consumers and content creators are no longer tied to the TV alone. Mobile consumers are encountering video content everywhere: at work, out of home, in specific venues and on the go. Such cross-channel consumption has changed the economics of the media business. Advertisers are now insisting on a seamless experience across all video media, particularly during the holiday season when major shopping and buying decisions are made. This keynote will discuss:
• Bloomberg Media’s mobile video strategy
• Ways in which consumption and programming vary across platforms
• Examples of video advertisers working across channels
• Examining the future of media
• Bloomberg’s focus for the holidays
Gregg Fenton, group head of consumer mobile and connected devices, Bloomberg
2:45 p.m. – 3 p.m.
3 p.m. – 3:45 p.m.
GameStop: Leveraging Loyalty Insights to Drive a Mobile Channel Strategy
Now four years old, the PowerUp Rewards loyalty program at GameStop is one of the most successful loyalty programs with more than 36 million members nationwide and around the world. But like many retailers, GameStop faced both a challenge and opportunity to determine how it could leverage the reach of its PowerUp Rewards members to maximize engagement, drive revenue and increase loyalty by offering customers choice and convenience when it comes to shopping across their multiple retail channels. With customers’ continued use of mobile devices to shop and make purchases, GameStop needed to determine how to leverage this emerging media to obtain a view of the customer, provide convenience and value and track transactions, all while continuing to enhance engagement with customers by enabling them to search and discover all that GameStop offers. In this session, GameStop, a family of specialty retailers that makes the most popular technologies affordable and simple, will demonstrate the power behind its PowerUp Rewards program and how, if done right, marketers can:
• Leverage insights from loyalty programs to build and grow a mobile channel strategy that drives sustainable revenue growth and a positive ROI
• Enhance shopping experiences by providing relevant and meaningful information via mobile channels
• Offer online search and discovery capabilities that deliver customer value both in the physical and digital retail environment
• Grow relevance of a retailer’s bricks-and-mortar presence in a growing digital world
• GameStop’s holiday plans with mobile in the mix
Jason Allen, vice president for multichannel strategy, GameStop
3:45 p.m. – 4 p.m.
4 p.m. – 4:45 p.m.
Digitas LBi: Emergence of Phygital Marketing and Why Retailers Should Care
As the world’s leading global digital ad agency network, DigitasLBi comprises 5,700 digital and technology experts in 25 countries. Clients of the Publicis Groupe-owned firm’s digital marketing and technology services include American Express, Coca-Cola, Delta Air Lines, eBay, L’Oréal, Johnson & Johnson, Mondelez, Procter & Gamble, Nissan, Sprint and Starbucks. Such heft in its client portfolio gives DigitasLBi a unique insight into emerging trends that determine where advertisers allocate their annual and holiday budgets. The confluence of physical sales after online and mobile research with mobile use within stores, along with the rise of contextual experiences, is what DigitasLBi calls phygital marketing and retail. This session will address:
• Why phygital is the next big area of focus for brands and retailers
• Why marketing 101 becomes even more important in the era of mobility with the importance of call to action, user instructions and leveraging shopper insights
• Looking at phygital experiences through the eyes of the consumer: Why zero friction and zero latency should be the goal when creating experiences
• Why having a location strategy is great, but having a communication strategy is even more important
• Evaluating the phygital toolkit: What is out there now, what is working, what is next
Brett Leary, vice president and group director of mobile, Digitas LBi
4 p.m. – 4:45 p.m.
Ogilvy & Mather’s Bottle Rocket: Trend-watching for the Mobile Retail Experience
No single technology trend in mobile will be changing the consumer’s retail experience – it will be a convergence of many different trends. Which trends are real, and which are hype? This session will discuss the top trends and how they are influencing the thinking of marketers. Also under discussion:
• Bricks-and-mobile trends with mobile
• Hyper-personalized customer service in the mobile context
• Virtual and brand currencies
• Quick-glance status and analytics
Michael Griffith, director of user experience, Ogilvy & Mather’s Bottle Rocket
4:45 p.m. – 5 p.m.
5 p.m. – 5:45 p.m.
Amazon’s Zappos: Tapping the Fastest-Growing Platform for Holiday Season Shopping
The nation’s leading shoe retailer is a byword in customer service. Zappos has proved that serving the customer to the nth degree pays off with big dividends. The loyalty factor at the Amazon-owned footwear seller is off the charts. Its way of doing business online and on mobile is emulated across retail sectors. And why not? Its customers keep coming back for more purchases, lured by the option to order multiple pairs of footwear with the benefit of free shipping – thus eliminating a key friction point in ecommerce and mobile commerce. This session will address:
• Mobile as the growing platform for holiday season shopping
• How trends determine the way that the mobile team prepares for the holiday shopping season
• Optimizing for platforms but achieving similar results for engaging shoppers around the holidays
• Zappos’ mobile development plans for the future
Aki Lida, head of mobile, Zappos
Raffle for Dom Perignon
5:45 p.m. – 6:45 p.m.
Sponsored Cocktail and Networking Hour
Hotels in the Midtown Manhattan neighborhood (from nearest to farthest):
The Palace Hotel
455 Madison Avenue, New York, NY 10022; tel: 212-888-7000
Please click here for the Web site
New York Marriot Marquis
1535 Broadway, New York, NY 10036; tel: 212-398-1900
Please click here for the Web site
Hotels in the Lower Manhattan neighborhood:
DoubleTree by Hilton Hotel New York City – Financial District, 8 Stone Street, New York, NY 10004; tel: 212-480-9100; please click here for the Web site
Like this article? Sign up for a free subscription to Mobile Commerce Daily's must-read newsletters. Click here!