Over the horizon
Please click here to register for Mobile FirstLook: Strategy 2017 in New York on Jan. 18, 2017
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, Amazon, Vitamin Shoppe, PetSmart, 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
Sweet on mobile
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 ads@mobilemarketer.com
Sponsors: Branch, Hathway, Rubicon Project, YouAppi, Vungle, LeanPlum and 3Cinteractive
Register now for Mobile FirstLook 2017, the fifth annual event in its series
AGENDA
7:30 a.m. – 8:45 a.m.
Breakfast and Registration
8:45 a.m.
Welcome Remarks
Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily
Emcee: Michael Becker, managing partner, mCordis
9 a.m.
Opening Keynote
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.
Speaker:
Sherrill Kaplan, vice president of digital marketing and innovation, Dunkin’ Donuts
9:30 a.m.
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.
Speaker:
Rose Hamilton, chief digital officer, The Vitamin Shoppe
10 a.m.
Forrester Research: The Rapidly Changing Face of Mobile Engagement
Consumers have rapidly adopted mobile devices and turned to these devices more frequently and from more locations than ever. Now, these mobile customers have changed the game again as they engage through new mobile channels: messaging applications, bots and intelligent agents. The result? Higher competition over mobile moments, and higher expectations for relevancy from customers. In this new landscape, companies that are prepared will thrive, while unprepared brands will cede their customer access. This session will discuss:
How customers engage with brands through mobile today
New entrants that are changing the mobile engagement ecosystem and customer expectations
How marketers and retailers should react to this mobile engagement shift
The different approaches that brands can take to remain relevant
Speaker:
Jennifer Wise, senior analyst for mobile marketing and advertising, Forrester Research
10:30 a.m.
Break
10:45 a.m.
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
Speaker:
Ronalee Zarate-Bayani, head of global integrated marketing and digital advancement, The Hershey Co.
11:15 a.m.
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.
Speaker:
Mark Joseph Tan, senior product manager, Amazon
11:45 a.m.
PetSmart: Story of A Mobile Engagement Journey
At PetSmart, the retailer knows its pet parents expect total access to products, information and advice whenever, wherever and however they want them. It is focused on creating innovative online and mobile solutions to ensure that it reaches customers first, fast and most effectively. To do this, the company has focused its mobile engagement journey primarily on three key ideas:
Love: There is no application for that. Reshaping and reframing the brand through mobile engagement
Checking “all of the above” when prioritizing mobile initiatives
How the omni-present device guides the omnichannel commerce experience
Speaker:
Brent Cooke, vice president of CRM, loyalty and marketing insights, PetSmart
12:15 p.m.
Agency Panel
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
Panelists:
Jeremy Lockhorn, emerging media and innovation lead, Razorfish
Brett Leary, senior vice president of mobile and retail, DigitasLBi
Moderator:
Doug Stovall, chief revenue officer, Mobivity
12:45 p.m. – 2 p.m.
Lunch Break
Branch: How Instacart Increased Its Email Click-to-Purchase Rate from 1 Percent to 6 Percent from Email
Today more than 70 percent of emails are opened and clicked on mobile devices, but 100 percent of those e-mails take users to the mobile Web – giving users poor mobile experiences and leading to dismal conversion-to-purchase rates of less than 1 percent. Mobile applications are proven to drive higher conversion rates, engagement and loyalty than the mobile Web, but retailers are leaving money on the table by linking to the mobile Web instead, even when the app is installed. In this session, attendees will learn how Instacart, the leading grocery delivery brand with a popular app, fixed this problem. It will deep-dive into:
How companies leverage mobile deep linking to increase purchases and loyalty
How Instacart modernized their emails with Branch and improved conversion to purchase 6x
Beyond email: how proper cross-channel linking can optimize shopping experiences and lead to more revenue
Speaker:
Alex Austin, cofounder/CEO, Branch
Rubicon Project: Programmatic is coming to a connected device near you
The popularity of programmatic buying has taken off on mobile, and video is leading the charge. Turning to mobile programmatic is essential for marketers who want to keep up with the ways people interact with technology, where the art of personalization has made its way to the programmatic forefront. But the most effective campaigns are those that become a natural part of daily life, following your audience from app to app and screen to screen. In this session, learn how programmatic is on a mobile movement with new and innovative ways to guarantee your audience is on the path to purchase.
Speaker:
Matt Greenberg, global vice president of sales, Rubicon Project
2 p.m.
Sponsored Fireside Chat
The Coffee Bean & Tea Leaf and Hathway: Digital and Mobile Transformation of the Retail Experience
The oldest and largest privately held specialty coffee and tea retailer nationwide is quite digitally savvy. In this fireside chat, the Southern California-based company’s top digital marketing executive will share omnichannel strategies, loyalty efforts and mobile-first initiatives, as well as organizational structure and planning to be successful in digital transformation.
Speakers:
Mark Levien, digital marketing director, The Coffee Bean & Tea Leaf
Kevin M. Rice, chief strategy and marketing officer, Hathway
2:30 p.m.
Google: Maximizing for Lifetime Value in a Mobile World
Multichannel advertisers from retailers to financial institutions are finding that customers with their applications have higher lifetime value (LTV) than their average customers due to top-line growth, higher retention or decreased costs of service. How are leading companies determining customer LTV and capitalizing on this knowledge in their multichannel strategy? This session will share learnings from work with hundreds of advertisers and provide recommendations for how to navigate the complex world of LTV in an increasingly mobile world.
Speaker:
Jane Butler, managing director for app promotion-Americas, Google
3 p.m.
Analyst Panel
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.
Panelists:
Michael Goodman, director of digital media strategies, Strategy Analytics
Paul do Forno, customer engagement and commerce practice leadership, Deloitte Digital
John Duffy, founder/CEO, 3Cinteractive
Moderator:
Ed Lewis, senior vice president for the enterprise services group, Syniverse
3:30 p.m.
Break
3:45 p.m.
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
Panelists:
Michael Kuntz, senior vice president of digital, USA Today
Matt Minoff, senior vice president, Meredith
Regina Buckley, senior vice president of digital business development and business operations, Time Inc.
Moderator:
Michael Becker, managing partner, mCordis
4:30 p.m.
4:30 p.m.
Raffe for Dom Perignon
4:45 p.m.
Closing Panel
Do Not Call It a Phone: Marketers’ New Mobile Perspectives Beyond Advertising
The principles of the Wharton Future of Advertising Program’s recently published “Beyond Advertising: Creating Value Through All Customer Touchpoints” are grounded in the notion of disrupting the strongly-held mental models of advertising. To progress and innovate beyond traditional advertising, marketers have to shift away from the ways of thinking that underlie the way they buy, create, distribute, track and evaluate their marketing efforts. Brands must think more holistically and include all value-creating touchpoints to redefine marketing mix. 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
Panelists:
Tina Wung, global director of innovation, Anheuser-Busch InBev
Hardy Johnson, director of advanced advertising, Altice USA/Cablevision
Mitchell Reichgut, CEO, Jun Group
Moderator:
Jerry Wind, Lauder professor of marketing, The Wharton School, and academic director of the Wharton Future of Advertising Program
5:30 p.m.
Sponsored Cocktail Hour
Please click here to register for Mobile FirstLook: Strategy 2017 in New York on Jan. 18, 2017
Hotels in the Midtown Manhattan neighborhood (from nearest to farthest):
Mandarin Oriental New York
80 Columbus Park at 60th Street, New York, NY 10023; tel: 212-805-8800
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Trump Hotel Central Park
One Central Park West, New York, NY, 10023; tel: 212-299-1000
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Hudson New York
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JW Marriot Essex House New York
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The Hilton New York
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The Palace Hotel
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The Bryant Park Hotel
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New York Marriott Marquis
1535 Broadway, New York, NY 10036; tel: 212-398-1900
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Sheraton Times Square
811 Seventh Avenue, New York, NY 10019; tel: 212-581-1000
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Please click here to register for Mobile FirstLook: Strategy 2017 in New York on Jan. 18, 2017
Agenda subject to change. Refunds will not be given after 12:01 a.m. on Monday, Jan. 16, 2017