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What to expect at the 6th Annual Mobile Marketing Day 2015 New York

The sixth annual Mobile Marketing Day will provide an opportunity for database and direct marketers to deepen their knowledge around the latest mobile tactics and strategies driving success for others. 

The one-day event will take place in New York on March 12 and is limited to 100 attendees with a focus on agencies, brands and publishers. Mobile Marketing Day is a Mobile Marketer event held jointly with the Direct Marketing Association at its headquarters on 1120 Avenue of the Americas, DMA Seminar Center on the 13th Floor, New York, NY 10036.
Quote from MAK TK

The mobile shift
Executives from GameStop, PayPal, Olshan Frome Wolosky,, CBS Interactive, Coldwell Banker, mCordis, Gilt and Exact Target will present during the conference.

Presenters will showcase real-world examples of successful mobile campaigns and offer best-practice tips. While the focus will be on mobile-enabled direct and database marketing, attendees will also receive a solid understanding of how mobile fits into a broader 360-degree marketing plan.

For example, one session will address marketers? struggles with understanding how mobile has redefined how consumers engage with brands and retailers. This session will help marketers narrow in on how to shift their focus to the consumer experience. 

Additionally, the opening keynote from Jason Allen, vice president of multichannel at GameStop, will explore what makes a successful loyalty program. Using the retailer?s five-year-old PowerUp Rewards program as an example, the session will show marketers how to leverage insights from loyalty programs and enhance mobile as well as in-store shopping experiences.

Another session will focus on how CBS is adjusting to new trends in video viewership. Examples of strategies for meeting the needs of consumers and advertisers across platforms will be presented during the session.  
A final panel session will explore key trends and issues in mobile advertising and marketing. Panelists will discuss which mobile channels stand out the most, how big a role mobile search should have and what to do about mobile?s disruptive qualities. 

The event is priced at $399 for DMA members and $599 for non-members.

Below, some speakers weigh in on what will be their biggest mobile undertaking in 2015:
Jason Allen, vice president of multichannel strategy at GameStop Corp., Grapevine, TX 
GameStop will continue to enhance its multichannel capabilities in 2015 while leveraging insights obtained from our extensive PowerUp Rewards loyalty customer base. We will continue to innovate and deliver meaningful experiences to our customers, both in our stores and through our online and mobile channels.

Anna Visioli, vice president of digital marketing at Coldwell Banker, Madison, NJ 
In 2015, mobile marketing will stop being simply a synonym for mobile sites and apps, and all connected products will become part of the conversation. Whether the Apple Watch is an astounding success - or a flop - I?m encouraged that it?s already forcing us to rethink what the on-the-go consumer wants. 

We?re starting to think beyond the limitations of a mobile phone, and about what functionality and messaging makes sense to this untethered audience.

Domenico DiMeglio, vice president of distribution and operations for entertainment, sports and news at CBS Interactive, San Francisco 
Our biggest focus for mobile marketing will be the incorporation of mobile components into every campaign on our roadmap this year.  That includes leveraging the unique opportunities and capabilities that mobile offers. 

Ultimately, those mobile efforts roll into our primary marketing goal of driving viewers to our new paid and free streaming offerings across platforms in CBS All Access and CBSN.  

Andrew Lustigman, partner at Olshan Frome Wolosky LLP, New York 
The biggest thing I expect to do in 2015 involving mobile marketing is advising clients on properly communicating with their customers and potential customers on their mobile devices.  

Consumers are increasingly moving away from landlines and email as a primary form of communication.  Being able to still reach them is of critical importance.   

However, unlike virtually every other form of direct marketing, mobile for the most part is express opt-in with very specific confusing language mandated by the FCC.  Enterprising plaintiffs? attorneys are seizing on the compliance difficulty by bringing class actions against marketers that allegedly lacked sufficient consent.   The exposure in those cases can be astronomical, so it is imperative that marketers be sure that the proper consent has been obtained.

David Galante, director of product management of mobile at Exact Target, Indianapolis, IN 
In 2015, we will help transform our customer?s mobile touch points into unique 1:1 customer journeys.  

We are making it easier for marketers to leverage cross-channel data to plan, personalize and optimize content, channel and cadence.  Our customers are empowered to create a seamless customer experience by managing push, SMS, MMS, and LINE messages alongside all other channels.   

Final Take
Chantal Tode is senior editor on Mobile Marketer, New York