Mobile Marketing Summit New York Sept. 12: Sears, American Eagle, Time, Ogilvy, Cabela’s, InterContinental
Registration is open for the fourth annual Mobile Marketing Summit: Holiday Focus 2013 New York conference Thursday, Sept. 12 featuring speakers from Sears, American Eagle Outfitters, Time Inc., Ogilvy & Mather, InterContinental Hotels and Cabela’s. 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 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 marketing and commerce. The conference, whose agenda is below, will be limited to only 200 delegates.
“The sheer growth in smartphone and tablet usage threatens to make mobile the primary consumer channel of choice for searching and shopping,” said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily, New York.
“Ineffective or inadequate mobile marketing over the holidays this year will definitely lead to lost opportunities to capture shopper attention and budgets,” he said.
“In a way, holiday 2013 will see a decisive shift in power among media and marketing channels, with mobile sites, applications, mobile search, SMS, QR codes, banners and rich media ads, coupons and mobile payment options swaying consumer buying decisions toward those marketers and retailers who have mobile DNA infused throughout the organization.”
Holiday seasoned
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, 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 also get access to the presentations.
The event is priced at $595 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 protected].
The Mobile Marketing Summit is part of this publication’s exclusive summit series that also includes Mobile FirstLook and the Mcommerce Summit. A major point of different with these events is their strong editorial spine and deep-dive into topics under discussion.
The summit agenda can also be accessed via http://www.mobilemarketingsummit.com.
The agenda is below.
AGENDA
Mobile Marketing Summit: Holiday Focus 2013
Thursday, Sept. 12, 2013
A Napean presentation
Venue
Time & Life Building
1271 Avenue of the Americas (between 50th and 51st Streets)
8th Floor Gallery
New York, NY 10020
8 a.m. – 8:45 a.m.
Registration and Breakfast
8:45 a.m. – 9 a.m.
Welcome Address
Why holiday mobile marketing is critical for multichannel retail
Speaker:
Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily
9 a.m. – 9:45 a.m.
Opening Keynote
Sears: Why mobile is key for Sears’ holiday marketing efforts
As the nation’s leading integrated retailer, as well as the largest provider of home services in the United States, Sears Holdings Corp. is on a mission to serve and engage its customers through mobile. Sears carries out this task through its many mobile commerce-enabled Web sites and applications. Its holistic approach allows loyal customers to experience and connect with the Sears brand wherever they are, be it at home, in-store or on the go. Indeed, Sears is a pioneer in the mobile space, being one of the first retailers to offer mobile commerce. With more than 2,000 full-line and specialty stores across the country and in Canada, how has this century-old company accomplished such feats that mesh traditional retail channels with mobile? And what does Sears have planned in mobile marketing and commerce for the upcoming holidays? The keynote will discuss:
? How Sears’ has evolved with its mobile strategy over the years
? Why mobile is key to Sears’ future
? How mobile is leveraged in-store, at home and online to drive engagement and loyalty
? What Sears has planned for the holidays
? Best-practice tips for holiday mobile marketing
Speaker:
Ryan Deutsch, divisional vice president of addressable marketing, Sears Holdings Corp.
9:45 a.m. – 10 a.m.
Break
10:45 a.m. – 11 a.m.
Break
11 a.m. – 11:45 a.m.
Ogilvy & Mather: How mobile is molding the shopping environment irreversibly
Ogilvy & Mather has made great strides since it was founded in 1948. On its journey to the top, the agency has helped to build some of the most recognizable names in the world, including American Express, Ford, Sears and Barbie. The ad agency is now not only one of the top ten ad networks in the world, but also the world’s largest digital agency. It has shown remarkable foresight by acquiring many mobile marketing companies during the recent years. This session will address:
? How have customers started to embrace mobile technology
? Differences between customers at the point-of-sale versus away from it
? What are the implications for retailers as well as brands selling through mobile
? The long-term perspective on the shopping environment from a mobile perspective
? What are the success drivers for the upcoming holiday season and beyond
Speaker:
Martin Lange, executive marketing director of digital strategy and global head of Mobile@Ogilvy, Ogilvy & Mather
11:45 a.m. – Noon
Break
Noon – 12:45 p.m.
Time Inc.: How the world’s largest magazine publisher is adapting to mobile
With brands that include Fortune, Sports Illustrated, People, InStyle and Time, Time Inc. is one of the largest media companies in the world. A division of Time Warner, the publishing conglomerate has more than 138 million consumers of its products, upgrading hundreds of thousands of them to online and mobile editions. Though Time Inc. has had its foot in the mobile door from the beginning – Time was the first magazine on the iPad when the tablet launched – now all of the company’s 21 U.S. titles have become tablet editions, and the media brand is recognizing the platform for the game-changer that it is. In this presentation, delegates will learn:
? What it takes to adapt a long-established strategy for the digital age
? Time Inc.’s unique approach to mobile audience data
? What Time Inc. is doing to adapt native experience to the small screen
? How the company is planning to capitalize on mobile during the holiday marketing season
Speaker:
Sol Masch, director of mobile sales and strategy, Time Inc.
12:45 p.m. – 2 p.m.
Sponsored Lunch
1 p.m. – 1:25 p.m.
Lunch Keynote
Urban Airship
Speaker:
Brent Hieggelke, chief marketing officer, Urban Airship
1:25 p.m. – 1:50 p.m.
Lunch Keynote
Fiksu
Speaker:
Jim Thomas, product manager, Fiksu
1:50 p.m. – 2 p.m.
Break
2 p.m. – 2:45 p.m.
InterContinental Hotels: Connecting the guest journey through mobile
When booking a hotel stay, the consumer faces many different stages: search, shop and compare, booking, the pre-stay plan, market arrival, property arrival, the actual stay and, finally, checkout. InterContinental Hotels Group recognizes the need for a constant travel companion throughout these stages, which is why it has implemented a mobile plan to cover all bases. The company, which comprises seven brands such as Holiday Inn, Hotel Indigo, Crowne Plaza and InterContinental and boasts more guest rooms than any other hotel chain worldwide, books more than 160 million guest stays annually and understands the importance of staying completely connected to its customers. In this session, attendees will learn:
? Importance of focusing on all stages of the guest’s travel cycle
? How guests are using their phones in each stage of this cycle
? Unique marketing programs being used to address the customers’ mobile needs
? Key considerations for holiday marketing
Speaker:
Bill Keen, director of mobile solutions and emerging products for Web and interactive marketing, InterContinental Hotels Group
2:45 p.m. – 3 p.m.
Break
3 p.m. – 3:45 p.m.
Cabela’s: Using an omnichannel approach to bring the outdoors to mobile
Since its beginnings in a Nebraska kitchen in 1961, Cabela’s has grown exponentially. Today, it is the world’s foremost outfitter of hunting, fishing and outdoor gear, with sales spanning more than 125 countries across the world. Though the foundation of the retailer lies in catalogs, Cabela’s has been stepping out of its comfort zone and expanding where its consumers want it most. After going online in 1998 and becoming the number one outdoor retail site in less than 10 years, Cabela’s aims to find the same success as it now dives into the mobile space. Attendees in this session will learn:
? How to use segmentation to deliver the right product recommendations to the right customer
? Incorporating the foundational pieces of Cabela’s into the mobile strategy
? The importance of reinforcing the focus on omnichannel
? What Cabela’s is doing to surprise and delight Club Visa customers
? The holiday approach on mobile
Speaker:
Greg Hickman, mobile marketing manager, Cabela’s
3:45 p.m. – 4 p.m.
Break
5 p.m. – 5:45 p.m.
American Eagle Outfitters: How a leading specialty retailer taps mobile marketing for holiday engagement and sales
After 35 years in the retail business with a key demographic of 15-25-year-olds, American Eagle knows a thing or two about the importance of keeping up with the times. Under the company’s umbrella lie both the American Eagle Outfitters and aerie brands, which together have a global presence, both online and through franchise stores, shipping to 81 countries worldwide. However, in an age when online existence is no longer enough, American Eagle has joined its fellow retailers and is expanding its mobile presence to reach young customers with programs such as the virtual Style Mixer, in-store scanning rewards and trend updates. This keynote presentation will look into:
? American Eagle’s mobile strategy
? Who is American Eagle’s mobile customer and what are they looking for?
? The retailer’s holiday mobile focus
? Best-practice tips
Speaker:
Joe Megibow, senior vice president and general manager of omnichannel ecommerce, American Eagle Outfitters
5:45 p.m.
Raffle for Dom Perignon
5:45 p.m. – 6:45 p.m.
Sponsored Cocktail Hour
Hotels in the Midtown Manhattan neighborhood (from nearest to farthest):
The Hilton New York
1335 Avenue of the Americas, New York, NY 10019; tel: 212-586-7000
Please click here for the Web site
The Palace Hotel
455 Madison Avenue, New York, NY 10022; tel: 212-888-7000
Please click here for the Web site
The Bryant Park Hotel
40 West 40th Street, New York, NY 10018; tel: 212-869-4446
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
Sheraton Times Square
811 Seventh Avenue, New York, NY 10019; tel: 212-581-1000
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
The Ritz-Carlton Battery Park, Two West Street, New York, NY 10004; tel: 212-344-0800; please click here for the Web site
New York Marriott Downtown, 85 West Street at Albany Street, New York, NY 10006; tel: 212-385-4900;please click here for the Web site
W New York Downtown, 123 Washington Street (entrance on Albany Street), New York, NY 10006; tel: 646-826-8600; please click here for the Web site
Millennium Hilton, 55 Church Street, New York, NY 10007; tel: 212-693-2001; please click here for the Web site