Agenda

Powered by the National Retail Federation and Mobile Commerce Daily, The 2010 Mobile Boot Camp will offer a crash course on mobile marketing and commerce and an update on mobile trends, opportunities and issues.

The daylong event will:

feature experts offering case studies on how the mobile medium works in conjunction with other channels for customer acquisition and retention.
focus on the use of SMS for loyalty programs, mobile sites and applications for mobile commerce and merchandising,
show and discuss how mobile social media is creating buzz around product offerings
examine how mobile search is used for driving retail traffic and more!

Tuesday, March 2, 2010

9:00a – 9:15a	Boot Camp Opening Remarks Scott Silverman, Executive Director, Shop.org; Mickey Alam Khan, Editor in Chief, Mobile Commerce Daily and Mobile Marketer and Dave Sikora, CEO, Digby
9:15a – 10:00a	Embracing the Cross-Channel Mobile Opportunity Moderator: Mickey Alam Khan, Editor in Chief, Mobile Commerce Daily and Mobile Marketer Panelists: Marcus Startzel, SVP of Sales, Millennial Media; Laura Marriott, Mobile Marketing Consultant and Jason Spero, General Manager for North America, AdMob As Web-enabled smart-phones and affordable data plans become commonplace, consumers will increasingly look to mobile devices for their shopping needs. This evolution of behavior – from store to catalog to online to mobile – will force retailers and marketers to rethink their cross-channel marketing strategies to target on-the-go consumers. The panel will cover topics such as: How will increased mobile usage alter store-based retail and PC-based e-commerce? How will advertising and marketing have to change to keep up? How does this evolution present an outstanding opportunity just like the Internet did in the late-90s? Blog: 5 things to keep in mind when designing a mobile site No slides for this session.
10:15a – 11:00a	Essential Elements of Successful Mobile Marketing: Tools, Creative, Offers, and Measurement Moderator: Amielle Lake, CEO, Tagga Media Panelists: Jared Horowitz, Manager of Business Development and Direct Marketing, Steve Madden and Gary Schwartz, President/CEO, Impact Mobile and Michael Becker, Vice President of Strategy, iLoop Mobile, and Vice-Chairman, Mobile Marketing Association This session will arm our attendees with the ABCs of mobile marketing and present the necessary tactical information to create their own mobile marketing campaign. Our speakers will answer the tough questions including: What is mobile marketing? How does mobile marketing differ from mobile advertising? What goes into a typical mobile campaign – SMS, banner ad, Web site, application, search and coupons – and which channel or tactic is appropriate for the retailer and marketer? How can marketers and retailers track the performance of a mobile campaign, site or application? How can a retailer enable transactions at retail point of sale with mobile? Blog: What Steve Madden knows about its mobile customers (+ why that’s important) Session slides
11:15a – 12 noon	Using SMS To Drive Cross-Channel Success Moderator: Dan Butcher, Staff Reporter, Mobile Commerce Daily Speakers: Zaw Thet, CEO, 4Info; Jared Reitzin, CEO, mobileStorm and Matthew Valleskey, Senior Marketing Manager for Mobile Services, Neustar Permission-based SMS marketing is the one sure-shot mobile tool guaranteed to drive cross-channel behavior. The reason: 99 percent of the mobile phones nationwide can send and receive SMS messages. In 160 characters, retailers and marketers can make the case for driving traffic to retail stores or online. Learn best practices on how retailers can optimize SMS to drive customers to brick-and-mortar stores, bolster their overall loyalty program, send alerts, distribute coupons, and promote the news of store openings. Blog: How two retailers used SMS to increase sales Session slides
12 noon – 1:15p	Lunch
1:15p – 1:45p	Five Trends in Mobile Marketing and Commerce Mickey Alam Khan, editor in Chief, Mobile Commerce Daily and Mobile Marketer; Tracy Benson, Interactive Marketing and Emerging Media, Best Buy; and Kelly O’Neill, Director of Product Marketing, ATG Commerce This interview with the editor of the leading publications covering mobile marketing and commerce will focus on the five key trends in mobile and how retailers and marketers can meet the opportunities and challenges ahead as technology continues to empower consumers. Blog: Mobile retail is the future…or is it? Session slides
2:00p – 2:45	Building and Deploying Effective Mobile Sites: Tips for Success Moderator: Marci Troutman, CEO, Siteminis Panelists: Jon Kosoff, Director of Ecommerce and Direct Marketing, Wet Seal; Ran Farmer, Managing Director, Netbiscuits; Dave Sikora, CEO, Digby and Ken Willner, CEO, Zumobi While the smaller size of smartphone screens can wreck havoc on numerous elements of most websites, consumers are increasingly expecting the same user experience across all digital channels. Mobile sites and applications must meet the requirements of the many available smartphone screens, browsers, and operating systems to be successful. The speakers will walk the audience through the steps necessary to create user-friendly mobile sites and applications that enable viewing of ads, searching, shopping and transacting. Your customers and your bottom line will thank you. Blog: Seven tips for building and deploying effective mobile sites No slides for this session.
3:00p – 3:45p	Retailer Case Studies for Customer Centric Mobile Advertising: Best Buy and eBay Moderator: Mickey Alam Khan, Editor in Chief, Mobile Commerce Daily and Mobile Marketer Panelists: Tracy Benson, Interactive Marketing and Emerging Media, Best Buy; Eric Harber, President, HipCricket; and Jamie Wells, Director of Global Trade Marketing for Mobile Advertising Solutions, Microsoft This session will shed light on how eBay and Best Buy have worked with MSN to create a customer focused mobile-advertising campaign. Our retail speakers will share strategy, tactics, results, and lessons learned. These best-practice tips and the dos and don’ts of mobile advertising will wrap up the sessions before heading into more intimate roundtables. No related blog post for this session. Session slides
3:45p – 4:15p	Boot Camp Roundtables The speakers will lead small group discussion about specific mobile disciplines such as display advertising, SMS, commerce, search, and social media.

Schedule subject to change.