Announcing Mobile FirstLook 2017 New York Jan. 18
Join senior executives and decision-makers at Mobile FirstLook 2017, the nation’s premier conference discussing advertising, marketing, retail, commerce and media issues and opportunities expected in 2017 with mobile at its center. Speakers from marketers such as Dunkin’ Donuts, Hershey’s, Amazon, Levi Strauss, Vitamin Shoppe, PetSmart, Alex and Ani, Google, Forrester Research and many more.
Focus: What marketers can expect in a disrupted and even more mobile-centric marketing, retail and media environment in 2017 and what it means for retailers, brands, ad agencies, publishers, market researchers, technology platforms and service providers
Why you should attend: Hear a cross-section of the nation’s leading experts discuss strategy, tactics, execution, results and analysis for gaining or maintaining market share in a rapidly evolving, mobile-driven market where the consumer is leading the change as much as brands. Also network with fellow attendees who are senior executives and decision-makers at leading marketers in this daylong serious transfer of knowledge
One more reason why you should attend: It’s not the same carousel of speakers or vendor-led discussions that go under the guise of pay-for-play mobile conferences. Mobile FirstLook is led by brands for brands. Leave the tech talk to events where tech pays to talk. Not here – certainly not at a Mobile Marketer/Mobile Commerce Daily-organized conference
Venue: 10 on the Park at Time Warner Center, 60 Columbus Circle, 10th floor, New York, NY 10019 (entrance is on 60th Street across from Columbus Circle, between Equinox gym and the Mandarin Oriental Hotel)
Price: Only $695, which includes breakfast, lunch and cocktails
Sponsorship: For lunch roundtables and keynotes, tables, breakfast, cocktails and other sponsorships, please email [email protected]
7:30 a.m. – 8:45 a.m.
Breakfast and Registration
Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily
Emcee: Michael Becker, managing partner, mCordis
Dunkin’ Donuts: Mobile Meets Coffee
Insights into how the nation’s leading coffee-to-donuts chain is navigating a quickly evolving marketing and retail environment, leading the charge on customer adoption of mobile payments and interaction with the brand via social platforms. How Dunkin’ Donuts can serve as a role model for brands of its ilk and where it sees the market moving will be discussed in this keynote.
Sherrill Kaplan, vice president of digital marketing and innovation, Dunkin’ Donuts
Vitamin Shoppe: Targeting a Seamless Retail Experience for Increased Wallet Share
Research with today’s wellness consumer has made it clear that having a seamless experience across online, mobile and in-store is critical for The Vitamin Shoppe to engage with its customers and to compete for an increased share of wallet. The wellness retailer is moving steadily to deliver on that vision over the next few years. It is working to ensure that the company is interacting with customers across all channels, not just on the Web site, and throughout the entire shopping journey, while building engagement at home, in-store, on-the-go and in the community. With the launch of the Vitamin Shoppe’s first consumer application in 2016, it is setting the stage to reach customers wherever and whenever they want to shop and to further grow mobile in 2017 and beyond. This and its focus for 2017 in a changed retail environment is the focus of the session.
Rose Hamilton, chief digital officer, The Vitamin Shoppe
Forrester Research: Catering to the Customer’s Mobile Moments as Expectations Evolve Rapidly
Consumers and customers are rapidly adopting mobile devices and turning to these devices more frequently and from more locations than ever. The result? Customers’ expectations have changed. They are not interested simply in the retailer and marketer’s messaging and logos. They want utility at every stage of the customer lifecycle, and they want it now. This session will discuss:
- How has mobile changed customer expectations for interactions with brands and retailers
- How marketers and retailers should react to this mobile mind shift
- How marketers and retailers can identify the right mobile moments across the customer lifecycle to deliver on their customers’ demands
- Data on mobile marketing and commerce
Jennifer Wise, senior analyst for mobile marketing and advertising, Forrester Research
Hershey’s: Redefining Mobile One Kiss at a Time
As its consumer packaged goods peers have experienced, 2016 was one of transformational change for The Hershey Co., one of the nation’s leading chocolatiers. From emotional storytelling through video to reevaluating the company’s digital and traditional marketing priorities, one of the United States’ iconic brands is diving head first into 2017 focused on redefining what mobile means within Hershey walls. Attendees will learn how:
? How one of United States’ most iconic brands has shifted its focus from traditional television advertising to mobile and on-demand video
? How the Hershey uses video – a top content trend for 2017 – to connect with audiences and “story-sell”
? How the mobile space is growing to include a multitude of devices and platforms
? How mobile will redefine the consumer packaged goods category and empower brands to connect at shelf
Ronalee Zarate-Bayani, head of global integrated marketing and digital advancement, The Hershey Co.
Amazon: Use Mobile to Influence Buying Behavior
Customers use mobile on the go to find reviews, coupons and make retail and dining decisions. Developing a personalized and relevant mobile program that delivers the best customer experience and real value for their brand is key to success. This session will share some of the best ways to reach these mobile consumers to drive sales and traffic to your business, as well as Amazon’s take on 2017.
Mark Joseph Tan, senior product manager, Amazon
Brent Cooke, vice president of CRM, loyalty and marketing insights, PetSmart
Ad Agencies: Has Mobile and Social Finally Upended the Agency’s Relationship With Clients?
Technology has turned upside down the relationship between advertising agencies and their clients. Brands and retailers often bypass agencies in favor of direct dealings with mobile vendors who increasingly offer creative, technology and media services. Add to that the growth of Facebook, Snapchat and WhatsApp and ease of rendering creative and messaging on these mega-social platforms. This session will discuss:
- How mobile has changed the agency’s relationship with clients and role in the advertising and marketing process
- Who owns mobile within the agency
- How creative development and media planning and buying have changed, along with mobile’s intersection with multichannel campaigns
- What clients are saying about mobile, and what that means for agencies, media and service providers
- Key prediction about agencies in 2017
Jeremy Lockhorn, emerging media and innovation lead, Razorfish
Jonathan Greene, mobile and social platforms, R/GA
Brett Leary, senior vice president of mobile and retail, DigitasLBi
Doug Stovall, chief revenue officer, Mobivity
12:45 p.m. – 2 p.m.
Mobile’s Shiny New Objects: How Soon Should Brands Jump In?
Each season brings its favorite mobile flavor. While most brands and retailers are defending their traditional marketing and retail channels, the rapid consumer adoption of mobile has forced them to make choices of where to invest time and resources. Indeed, Facebook and Google’s shocking takeover of mobile advertising have again engendered a rethink on media buying and ownership of customer and prospect data. So when and where should marketers invest in mobile is the focus of this discussion with leading analysts.
Michael Goodman, director of digital media strategies, Strategy Analytics
Rick Ducey, managing director, BIA Kelsey
Paul do Forno, customer engagement and commerce practice leadership, Deloitte Digital
Ed Lewis, senior vice president for the enterprise services group, Syniverse
Jane Butler, managing director for app promotion-Americas, Google
Alex and Ani: Unclasping Mobile’s Influence on Omnichannel Shopping and Personalization
Igor Bekker, vice president of ecommerce and digital marketing, Alex and Ani
John Duffy, founder/CEO, 3cinteractive CEO
Publisher Panel: How Media is Adapting to the New Mobile Reality: Facebook, Google and Reader Deficit Disorder
Without doubt, consumers are now reading more on mobile devices such as smartphones, tablets and e-readers than desktop computers and laptops. That evolving behavior is threatening the economics of content on mobile: advertising dollars are not following eyeballs, nor do paywalls work for commoditized news and content categories. This session will discuss:
? How mobile is jeopardizing established media models without transference of adequate ad dollars and subscriptions from print to online and now to mobile
? How publishers can monetize mobile even as supply completely outstrips demand
? The new face of media planning and buying: Programmatic buying, real-time exchanges and ad networks
? User behavior on smartphones versus tablets, and what that means for content producers
? Facebook and Google: the biggest threat to media’s viability
Michael Kuntz, senior vice president of digital, USA Today
Meredith, Matt Minoff, senior vice president, Meredith
Regina Buckley, senior vice president of digital business development and business operations, Time Inc.
Michael Becker, managing partner, mCordis
Levi Strauss: Managing Your Brand in Mobile Commerce
As the world’s leading maker of denimwear, Levi Strauss has been witness to changing attire trends over the decades. The ongoing shift to dress-down and consumers’ ease with shopping and buying apparel and accessories online and via mobile has further changed the game. This session will focus on the changing nature of the shopping experience through the ecommerce, the retailers that Levi Strauss does business with, and how managing its brand presence becomes much more difficult with the shift from the store to the desktop to a mobile form factor.
Rico Arrastia, senior director for wholesale ecommerce, Levi Strauss & Company
Raffe for Dom Perignon
Breaking Down the Silos of Mobile Marketing
Mobile is not a single marketing tactic, but one of the most sophisticated, dynamic and popular consumer and business devices of our time. Consider that virtually all traditional offline and desktop marketing tactics exist in the mobile ecosystem. Add to that mobile versions of customer service, branding, packaging and merchandising applications, and we have a plethora of new ways to engage and interact with refined audiences. This session is based on the principles of the Wharton Future of Advertising Program’s recently published book, “Beyond Advertising: Creating Value Through All Customer Touchpoints.” Under discussion are:
? What works on mobile and what does not?
? How should marketers think about mobile in more holistic way to better connect and engage with customers to generate maximum value?
? How do mobile touch points work together for better serve customer and create additional value?
? Showcase how brands are applying new content and context principles to the mobile ecosystem and the effect on marketing results and learning.
Michael Donnelly, senior vice president and group head of digital marketing, Mastercard
Mitchell Reichgut, cofounder/CEO, Jun Group
Tina Wung, global director for innovation community, Anheuser-Busch InBev
Catharine Hays, executive director, The Wharton Future of Advertising Program
Sponsored Cocktail Hour
Hotels in the Midtown Manhattan neighborhood (from nearest to farthest):
Trump Hotel Central Park
One Central Park West, New York, NY, 10023; tel: 212-299-1000
Please click here for the Web site
Hudson New York
356 W 58th Street, New York, NY 10019; tel: 212-554-6000
Please click here for the Web site
JW Marriot Essex House New York
160 Central Park South, New York, NY 10019; tel: 212-247-0300
Please click here for the Web site
Agenda subject to change. Refunds will not be given after 12:01 a.m. on Monday, Jan. 16, 2017