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Mobile Marketing Summit New York Sept. 13: Kraft Foods, Groupon, Barnes & Noble, HSN, Bloomberg and NBC News Digital

Food for thought

Registration is open for the third annual Mobile Marketing Summit: Holiday Focus 2012 New York conference Thursday, Sept. 13 featuring speakers from Kraft Foods, Groupon, Barnes & Noble, HSN, Bloomberg, NBC News Digital, Millennial Media, ForeSee and Vibes Media. 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 at the National Museum of the American Indian across from Manhattan’s Battery Park downtown, 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.

“This year will mark a tipping point where one out of two phones in U.S. hands will offer access to the Internet and applications, triggering a sea change in shopper behavior across channels,” said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily, New York.

“Armed with such powerful mobile devices, consumers are certainly going to demand more of their mobile shopping and marketing experiences from brands and retailers,” he said. “This holiday season will mark a real test for marketers and retailers to see if they can match the expectations of consumers in a medium that is rapidly becoming the future of marketing, advertising, media and retail.”

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 proprietary research on evolving mobile shopper behavior, data and other facts that will inform smart mobile marketing and commerce in the year ahead.

For sponsorship, please contact Jodie Solomon at [email protected].

The Mobile Marketing Summit is part of this publication’s exclusive summit series.

The summit agenda can also be accessed via

Please click here to register for the Mobile Marketing Summit: Holiday Focus 2012 in New York on Thursday, Sept. 13, 2012

The agenda is below.


Mobile Marketing Summit: Holiday Focus 2012
Thursday, Sept. 13, 2012

A Napean presentation

National Museum of the American Indian
Diker Pavilion
Bowling Green
New York, NY 10004
(Directions: Directly across from Battery Park in downtown Manhattan and at the beginning of Broadway)

8 a.m. – 8:45 a.m.
Registration and Breakfast

8:45 a.m. – 9 a.m.
Welcome address
Mobile faces its moment of truth this holiday season
Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

9 a.m. – 9:45 a.m.
Opening keynote
Kraft Foods: How mobile is transforming the global snacks powerhouse
With its reputation as the world’s second largest food company comes the responsibility to engage customers in the medium of their choice with brands such as Cadbury, Kraft, Maxwell House, Nabisco, Oreo, Oscar Mayer and Tang – each generating $1 billion in annual sales. Innovation is key for Kraft Foods, especially for mobile and digital customer engagement. This keynote will discuss:

? Why mobile is key to Kraft’s customer engagement strategy
? The Kraft Foods mobile shopper
? Mobile as an impulse advertising medium
? Treating mobile media-buying as an investment, and not as a commodity
? The thinking behind Kraft Foods’ mobile programs
? Initiatives in the works for the holidays

B. Bonin Bough, vice president of global media and consumer engagement, Kraft Foods

9:45 a.m. – 10 a.m.

10 a.m. – 10:45 a.m.
Understanding the holiday mobile shopper: Data, actionable insight and analysis
With more Web- and application-enabled mobile phones and tablets in consumer hands, this holiday season may turn out to be one full of surprises for marketers and retailers. Indeed, customer expectations of mobile shopping will be higher than ever. Expect extensive mobile shopping, searching, price-comparison and store-location activity, as well as on-device purchases. How has mobile evolved holiday shopping and marketing? Exclusive research in this session will show:

? The demographic of today’s holiday mobile shopper and how patterns of behavior are evolving
? Data on tablet and smartphone usage, content access on applications, mobile Web, SMS and bar codes
? Why this holiday season will be breakout for mobile
? The interplay between store, online and mobile channels and what that means for consumer outreach
? What brands and retailers need to know about holiday mobile marketing and commerce this year

Larry S. Freed, president/CEO, ForeSee

10:45 a.m. – 11 a.m.

11 a.m. – 11:45 a.m.
Barnes & Noble: Why the nation’s No. 1 books retailer is betting big on mobile
As the largest bookstore chain nationwide, Barnes & Noble has a finger on the pulse of content consumption trends. With the steady addition of ebook offerings on its mobile site and app as well as Nook tablet, the retailer is showing its mobile chops. In this session, attendees will learn:

? Barnes & Noble’s mobile strategy
? The makeup of the retailer’s mobile customer
? The role of the Nook, ebooks and content on mobile platforms
? Barnes & Noble’s mobile focus for the holidays
? Best-practice tips for marketing and retailing content over mobile devices

Jim Hilt, vice president of ebooks, Barnes & Noble

11:45 a.m. – Noon

Noon – 12:45 p.m.
Bloomberg: How the media conglomerate is pulling together print, online, television and radio into a unified mobile experience
As the leading financial news, information and data provider, Bloomberg’s products span channels including terminals, television, radio, print, online and now mobile. But how does Bloomberg – owner of the Bloomberg terminal, Bloomberg TV and magazines such as Bloomberg Markets and Bloomberg BusinessWeek – tie all this content and these disparate media into a cohesive mobile message? This session will discuss:

? Bloomberg’s mobile strategy in pulling everything together
? Who is the Bloomberg mobile consumer and how the message is tailored to the audience
? How to design a mobile presence taking into account channels such as television, radio, print and online
? How Bloomberg positions content on different platforms including the smartphone and tablet
? The advertising and sponsorship strategy on mobile
? Plans for the holiday season

Oke Okaro, head of mobile, Bloomberg

12:45 p.m. – 1:30 p.m.

1:30 p.m. – 2 p.m.
Sponsored lunch keynote
How to develop and execute an effective holiday mobile marketing campaign
Creating and deploying a holiday mobile marketing campaign is not easy. Marketers have to grapple with formats, platforms and operating systems, tracking issues and privacy concerns that may not necessarily affect other marketing mediums. In this session, attendees will learn:

? How to conceive a holiday mobile marketing campaign
? What goes into the creative process
? Designing mobile-friendly landing pages
? Creating ads for sites and applications
? Building a database and extending the loyalty program through SMS
? Examples of holiday campaigns

Jack Philbin, president/CEO, Vibes Media

2 p.m. – 2:45 p.m.
Millennial Media: Why mobile advertising is the future of marketing
Mobile advertising spend last year was estimated at $1.6 billion, with indications that budgets will increase significantly this year, including more activity around the holidays. As eyeballs and attention migrate to mobile sites and applications, it is inevitable that advertising and marketing have to follow. But are marketers aware of this reality? In this session, the boss of the largest independent mobile ad network will discuss:

? Why advertising needs to be where the consumers are – on mobile
? Key trends in mobile advertising that will emerge this year
? Categories that are adopting mobile advertising at a rapid pace
? Most popular mobile ad units
? Why mobile advertising will be a key brand differentiator this holiday season
? Best-practice tips

Paul Palmieri, CEO, Millennial Media

2:45 p.m. – 3 p.m.

3 p.m. – 3:45 p.m.
NBC News Digital: Setting the pace for mobile publishers in an era of media fragmentation
NBC News Digital, run by broadcaster NBC and software giant Microsoft joint venture MSNBC, is making tremendous strides in the creation of mobile products sourced from its parents’ repertoire. In addition to news, NBC News Digital mobile products cover sports and politics to great effect, creating advertising packages that are contextual and relevant. In this session, delegates will learn:

? How mobile affected NBC News’ coverage of the London Olympics and the innovations introduced
? Insights into the NBC Politics application and the November presidential election: how mobile has changed the election and the viral power of mobile to amplify candidate slip-ups
? How Windows 8 changes the game for apps and what happens when apps move to the desktop Web
? Building advertising into the MSNBC Windows 8 app
? What advertisers are asking of publishers this holiday season

Parag Vaish, director of product management and marketing, NBC News Digital

3:45 p.m. – 4 p.m.

4 p.m. – 4:45 p.m.
HSN: How the leading shopping network tackles a future of boundary-less retail
Multiscreen retailer HSN is one of the leading shopping networks nationwide, selling health and beauty, fashion and accessory, electronics, home furnishing and jewelry products. It is the only retailer that live-streams its broadcast to three screens: television, online and mobile. However, mobile continues to be a huge area of growth at HSN. Just in the first quarter of this year, total mobile sales for the period equaled almost half of total mobile sales for all of 2011. HSN has heavily-visited applications for the iPhone, iPad and Android devices as well as HSN on Demand. Session attendees will learn:

? How customer engagement and sales match up on mobile
? How the HSN mobile shopper fares with those that shop its TV and online channels
? Why mobile apps are becoming key drivers of consumer engagement, including live chats and a show check-in feature for iPhone and iPad
? HSN’s mobile merchandising strategy
? The proliferation of mobile-only deals this holiday season

Ed Deutscher, operating vice president of emerging platforms for mobile and connected home, HSN

5 p.m. – 5:45 p.m.
Closing keynote
Groupon: How the daily deals giant mobilizes retail
As the world’s largest daily deals service, Groupon is fully aware of the power of mobile: nearly 30 percent of its North American transactions were completed on mobile devices, up from 25 percent in December. Suited to the newly developing mobile lifestyle, Groupon is not only using mobile as a transaction medium, but also to run interactive mobile ad campaigns geared to building its mobile database. This session will discuss:

? Groupon’s role in the retail ecosystem as local and mobile merge
? How the company is set to become the operating system for local commerce
? Bringing rich media and dynamic ads into performance advertising
? Using data to have a two-way dialogue with consumers
? Holiday initiatives

Iryna Newman, head of mobile marketing, Groupon

Raffle for Dom Perignon

5:45 p.m. – 6:45 p.m.
Sponsored cocktail hour

Please click here to register for the Mobile Marketing Summit: Holiday Focus 2012 in New York on Thursday, Sept. 13, 2012. Price $495

Hotels in the Lower Manhattan neighborhood (from nearest to farthest):

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

Please click here to register for the Mobile Marketing Summit: Holiday Focus 2012 conference, New York, Thursday, Sept. 13, 2012. Price $495