Mobile Marketing

ARRIVAL INSTRUCTIONS
Please enter the building through the 41^st Street side (between 7^th and 8^th avenues)

NETWORKING BREAKFAST (9:00 – 10:00AM)

INTRODUCTIONS (10:00 – 10:15AM)


I. HOW MARKETERS CAN CAPITALIZE ON GROWING MOBILE HABITS AND TRENDS (10:15-11:15AM)
In this session, Michael Zimbalist, Vice President of Research and Development - The New York Times Company and Steve Shalit, Vice President of Research and Development -  The New York Times Company will share insights and recent research conducted that dimensionalizes the enormous opportunity that mobile represent, provides a framework for thinking about the profound change in consumer behavior and illustrates the response it requires from digital content companies. They will also share some soon to be announced mobile ANA members and marketers can take back to their organizations.

Speakers:
Michael Zimbalist, Vice President of Research and Development - The New York Times Company
Steve Shalit, Vice President of Research and Development -  The New York Times Company


II. HOW HESS EXPRESS INNOVATES THROUGH INTEGRATED MOBILE MARKETING (11:25AM-12:15PM)
In this session, Jaime Liszczak, Marketing Manager - Hess Corporation and John Lynch, Search Engine Marketing Strategist – The Halo Group will share the Hess Express integrated mobile case case study which will include mobile insight analysis, application design, SoLoMo approaches, and long-term customer loyalty. This work generated incredible results that will be shared along with applicable lessons learned.

Speakers:
Jaime Liszczak, Marketing Manager - Hess Corporation
John Lynch, Search Engine Marketing Strategist – The Halo Group


LUNCH (12:15-12:45PM)

III. OPTIMIZING INTEGRATED MULTI-SCREEN CAMPAIGNS (12:45-1:30PM)
Integrated multi-screen campaigns are important today in effectively delivering a marketing message and that importance is expected to dramatically increase over the next three years.  ANA and Nielsen joined forces on insightful new research that evaluates the success metrics of integrated multi-screen campaigns – including the mobile screen, examines the attributes that can lead to increased spending on such campaigns, ascertains the importance of the different ad formats best suited for integrated multi-screen advertising, and more.

Speaker:
Bill Duggan, Group Executive Vice President - ANA


IV. MEMBER ROUNDTABLE DISCUSSION:  REAL-TIME MARKETING IN MOBILE (1:30-2:00PM)
In this session, we will open up the discussion to talk about Real-Time Marketing issues that ANA Mobile Marketing Committee members are facing and build upon those topics to explore in future meetings. Topics include:

• how marketers define real-time marketing in mobile
• how marketers are measuring the success of real-time marketing in mobile
• how marketers have structured their organizations for real-time marketing and mobile marketing·
• what barriers to adoption marketers have experienced

Facilitator:
Meghan Medlock, Director, Conferences & Committees – ANA