Tuesday, May 10, 2016
Registration & Continental Breakfast
Welcome from MMA
Host
Welcome from the MMA NA Chair
Keynote: XO Group - How Mobile is Springboarding The Knot into a Content-Driven Transactional Marketplace
XO Group, a portfolio of brands including The Knot, The Nest, and The Bump, helps couples navigate life's biggest moments together. Through significant strategic investments in product, technology, design, and content, the company has transformed from a Web 1.0 content portal to a flight of personalized mobile apps and sites that help users not only enjoy their journey but transact with the services and products they need at these critical life stages.
In this session, Mike Steib, CEO of XO Group, will expand on how the company aims to inspire, plan and book every wedding in America, to be the definitive source for pregnancy and parenting, and deliver that magical Uber moment where people at key life stages can engage, connect, and transact instantly through their mobile device.
Winning in a Mobile-First World
Gail Horwood, who leads Johnson & Johnson's Digital Center of Excellence, will discuss J&J’s journey to elevate the role of mobile within the organization, moving from treating it as a stand-alone channel to instilling a mobility mindset and mobile-first approach, integrated across it’s global marketing. She will share examples how J&J brands have leveraged mobile to connect with consumers in meaningful and relevant ways, highlight what's working well, and how she looks to continuously evolve, identifying new opportunities to keep up with consumers.
Mobilizing Cause-Marketing: How Non-profit Marketing Is Evolving And Why It Matters To Your For-profit Business
Peer-to-Peer, Personalization and Experiential all key components to great non-profit marketing. In this session, Zoe Glade, Managing Director, Digital Marketing at the American Cancer Society will share how these tactics are evolving in the digital space and why they are imperative to recruit and retain the next generation of consumers, as well as mobile marketing ideas that profit businesses can apply from the non-profit sector.
Networking Break
Breakout Sessions
Vertical Video: The Next Frontier
Room 401 - 402, 4th Fl
It's no secret that digital video is one of advertisers' most powerful tools. Until now, our mobile video experience has been predominantly one that forces the viewer to turn their device sideways to properly consume the content, accounting for less than ideal engagement rates much of the time. Vertical video is here to answer the needs of our mobile-first world, where people are constantly consuming content vertically. In this session, you'll hear directly from the leaders who are bringing this to market first, and find out how vertical video is creating better emotional engagement with users, and delivering as high as 9x completion rates compared to horizontal mobile video.
In Partnership With:
One Perfect Experience, a Billion Times a Day: Unleash the Power of Mobile in the Cognitive Era
Room 403 - 404, 4th Fl
Mobile is the must-win battleground to build unbreakable bonds with customers. Nearly all marketers understand this, yet many organizations are still struggling to implement a cohesive mobile approach. In this session we will share insights on how mobile is evolving to be the access point for the cognitive era, enabling brands to develop deeper engagement, layering in nuances of tone, sentiment, emotional state, environmental conditions and personal relationships. You will hear how you can accelerate innovation with emerging capabilities that help you create experiences that are smarter, more immersive, intuitive and personalized at the perfect moment—billions of times a day.
In Partnership With:
Reaching People Not Devices: Using Cross Device Data to Drive Enhanced Audience Targeting
Room 405 - 406, 4th Fl
While the rapid proliferation of connected devices has increased opportunities for customer engagement, it has also added complexity that makes it difficult to manage the customer journey. As consumers spend their days switching between their devices, marketers are challenged to use data to target them across screens. However, some companies have begun to solve the cross device identity challenge. In this session, you will hear how Spotify and Krux are using cross device data to drive enhanced audience targeting at scale across devices.
In Partnership With:
Lunch
In Partnership With:
Mobile: It’s Personal!
This presentation explains the “graph schema” for connecting person based-data, and ways in which mobile data is channeled to make marketing more personally relevant. This new way of thinking about data combined with findings from SMoX show the power of data driven personal relevance to increase bottom line business results.
Jolly Rancher Captures the Next Generation of Consumers
A year ago Jolly Rancher was fighting for relevancy amongst the next generation of consumers. Given that their target was spending most of their time on mobile connecting to their peers and consuming a whole new format of content Jolly Rancher needed to rethink its entire approach to marketing, one that was heavily focused on traditional channels. At the core of its new strategy was a mobile-first approach - one that puts mobile channels at the center of their campaigns and thrives on a responsive and rapid fire content strategy. Aside from launching 2 new channels that live and breathe on social - Snapchat and Instagram - the results have spoken for themselves through an immediate impact on sales.
Breakout Sessions
How Mobile and Local Data are Transforming Shopper Marketing
Room 401 - 402, 4th Fl
With a cell phone in almost every pocket, and real-time access to consumer behavior and interests, shopper marketers now have a 360 degree view of their consumers’ daily journey and path to purchase. To leverage this new opportunity to communicate with audiences on a personal level, marketers must now solve the challenge of promoting products in thousands of national outlets, whilst keeping their messaging personal, local and relevant.
In this session we will examine the disruptive impact of mobile on shopper marketing strategies. From real time campaign optimization for local audiences or outlet inventory, to actually measuring and attributing in-store sales data, foot traffic and national promotions, mobile has revolutionized digital shopper marketing.
In Partnership With:
The Seven Critical Mobile-First Creative Best Practices
Room 403 - 404, 4th Fl
Sixty percent of VAST video that advertisers are trying to run in mobile are either being rejected, or are not able to render properly for strong performance. Learn the basics of mobile-first creative that marketers can apply to their own mobile campaigns to reach mobile consumers successfully.
In Partnership With:
Leveraging Mobile to Drive Personalization in a Privacy Centric World
Room 405 - 406, 4th Fl
With data security at the forefront of many brand conversations today and consumers advocating for their privacy while demanding relevancy and personalization, what steps can marketers take to ensure they deliver on both?
As customers become more aware of the realities of personal information in today’s digitally connected age, they will be more selective about what they share and who they share with. Brands that can successfully maneuver that space will quickly find that customers are willing to sacrifice some in order to let trusted brands into their inner circles . In this session, we’ll discuss keys to success and best practices to navigate this space and give brands the edge they need.
Networking Break
CMO Connect
The success of an organization’s mobile strategy ultimately lies with the c-suite and their leadership. Join this session to hear from a panel of CMOs as they share insights on where mobile lives within their organization, how they foster mobile talent and expertise among their staff, integrate and embrace new and changing technology platforms, optimize their media spend and ultimately build deeper relationships with their connected consumers.
Networking Reception
In Partnership With:
Wednesday, May 11, 2016
Registration & Continental Breakfast
Welcome from MMA
Host
Bank of America Focuses on Building Relationships with Mobile
Instead of making the transaction the end goal, Bank of America has made mobile the foundation to creating lasting customer relationships. In this session, Senior Vice President, Enterprise Media Lou Paskalis, will share examples of how Bank of America is using mobile to develop deeper customer relationships and generate social media engagement that organically influences the path to purchase.
How Coke Builds Brand Love in a Digital World – from Impression to Transaction
Data and technology allows brands to understand and relate to consumers in new and surprising ways. Consumers today expect personalized and seamless brands experiences, and the ability for a brand to anticipate their needs wherever they may be. Kim Gnatt, Global Group Director, Digital Marketing & Innovation at The Coca-Cola Company will share how consumer demand is forcing the convergence of creative and data (art & science), and share examples of how Coke is connecting to today’s digital savvy consumers from impressions through to transactions.
Samsung + Mobile = Awesome
In a world where mobile no longer means a second screen, what are marketers doing to connect with consumers on the go? At Samsung, they are obsessed with making life more awesome for the people they serve. Hear Jay Altschuler from Samsung share how it creates content, stories and product to deliver memorable brand experiences that make everything more mobile awesome.
Insight from our Research Partner: Best Practices for Turning Translation Strategy Into A Growth Strategy
Networking Break
Breakout Sessions
Location Context Matters
Room 401 - 402, 4th Fl
It’s not just about where you are; it’s about what you’re doing, what you care about, what you need and want during those mobile moments. In this presentation, we will discuss the importance of context as it pertains to location-powered mobile marketing and why it is not just important for brands to encourage consumers to act immediately but also to encourage actions AFTER the mobile advertising experience.
In Partnership With:
Bringing the Power of Digital Marketing to the Physical World
Room 403 - 404, 4th Fl
According to Mobile Marketer, 60% of wine & spirits consumers make purchase decisions in-store, and 50% use mobile technology while shopping. Increasingly, cosmetics brands are shifting to omni-channel commerce, to provide shopping convenience in-store and online. Emerging advances in mobile NFC technology are facilitating a continuous dialogue between marketers and consumers – before and after-purchase - creating new avenues and opportunities in the purchasing cycle.
In this session you will learn how NFC technology can unify customer data across every channel, and strengthen your understanding of buyer behavior throughout the product’s lifetime to deliver personalized, contextual messaging at relevant points within the shopper’s journey.
In Partnership With:
Creating More Contextual Customer Experiences with Intelligent, Multi-channel Engagements in the Digital Economy
Room 405 - 406, 4th Fl
Mobile is taking business through an extraordinary digital transformation. As a result, customer engagements are evolving into more contextual and personalized experiences that reach across multiple touch points. Customers today need a secure and proven cloud infrastructure and integrated solutions to reliably connect the “last mile” between themselves and you. Whether you send a one-time password or a special offer, it’s more important than ever to ensure that messages get to the right person, at the right time no matter the device. In this session, you’ll learn how your company can deliver simplified and more meaningful, in-the-moment customer experiences in the digital economy.
In Partnership With:
Lunch
Aligning Consumers and Business Needs by Bending Consumer Journeys
Technology moves faster than consumers and consumers move faster than businesses. A business that sets their eyes on the constant chase of technology or the consumer is set to fail. Begin by understanding your consumer's real time digital/physical journey and your business goals then set out a plan to create brand touchpoints leveraging advanced interaction mechanisms. Where the number of interactions is minimized but the value to the brand and consumer is increased. It all starts with mobile...
Mobile Measurement: An Update on MRC Initiatives and Guidelines
The Media Rating Council (MRC) will discuss the progress of initiatives to codify guidelines for mobile viewability measurement. In this session, attendees will learn the details related to the importance of measurement, viewability, invalid traffic filtration and audience attribution (including location) in mobile and programmatic environments.
B2B Mobile: Building Deeper Engagement with Small Business Owners
187M people in the US own a smartphone and many of them are business owners. In fact, 94% of small businesses stated that they use their smartphones to conduct business. Despite this clear opportunity, many B2B marketers remain uncertain about how best to develop a compelling mobile strategy. In this session, Tatyana Zlotsky, Vice President of Digital Acquisition Marketing at American Express OPEN, will share how Amex has approached leveraging key customer insights to build deeper connections with businesses on mobile.
Networking Break
Changing the Center of Gravity
Programmatic is changing the digital marketing landscape and providing unprecedented opportunities for personalization and customer engagement. This is not a media buying evolution, rather an omni-channel marketing evolution that requires changes to people, process, and technology to fully harness the opportunity. In this session you will hear from Andy Kauffman, VP Digital Marketing at Marriott.com, about how Marriott is transforming through marketing and delivering new levels of engagement on a global scale.
The Future of Marketing: Perfecting the Art & Science of Delighting Customers and Boosting Brand Awareness
Mobile usage has redefined how people communicate, consume media, shop, and travel, pressuring marketers. In this fireside chat, Sarah Personette, Facebook’s Vice President of Business Marketing, and Brandon Rhoten, VP in Charge of Advertising, Media and Digital at the Wendy’s Company will discuss how people–based marketing solutions on mobile help Wendy’s boost both in–store sales and brand awareness. This chat will also feature examples of Wendy’s campaigns using video and compelling imagery, highlighting the importance of good creative and the power of personalized marketing at scale.
CLOSING KEYNOTE - Forget Unicorns: Breeding Dragons in a Mobile World
We are all familiar with the concept and excitement of unicorns, but what if legacy companies could infuse some of these unicorn characteristics and launch even faster growing billion-dollar businesses? Bonin Bough, Mondelēz International’s Chief Media & eCommerce officer, explores how exactly one could hatch, raise, and ride dragons within established organizations such as Mondelēz International.
Through innovative initiatives, such as eCommerce and Media Monetization, and burn-the-box mobile platforms like Personal Relationship Management, meaningful engagements with consumers are not only powering the dynamic between consumer, marketer and brand but also breeding dragons.
