Mobile Track

By the end of the year, the number of mobile devices will exceed the number of people on Earth. And by 2016, there will be over 10 billion mobile devices, creating 10 billion opportunities for marketers to get closer to consumers. Mobile apps and SMS programs are key to creating mobile experiences that engage prospects and customers. However, mobile is a highly personal channel and marketers interested in leveraging mobile for marketing must now, more than ever, take a relationship-first approach. Join Shawn Myers in this session to learn how.

Mobile barcodes, SMS/MMS, mobile Web, LBS, NFC, social sharing, mobile wallet — these are just a few of the mobile technologies that marketers are deploying to engage consumers. But which ones actually engage? Truth is, in today's fast-evolving mobile market, any or all of them may. That's why more and more marketers are turning to a new category of full-featured mobile engagement platforms that enable them to experiment with different mobile technologies based on customer segmentation and create integrated mobile-marketing strategies to reach as many consumers as possible. Mobile engagement platforms empower brands and marketers to deploy any range of mobile technologies with capacities in the millions of transactions per day, measure consumer engagement with detailed analytics, then adjust strategies in real-time to more effectively drive purchase decisions. Join Mike Wehrs to learn how brands are creating integrated campaigns on a mobile engagement platform and realizing bottom-line revenue from mobile transactions that come via these various technologies.

In the mobile universe, competition is inevitably heating up as the digital media industry works to exceed the needs and create a valuable experience for mobile's central subject: the digital consumer. But giving these consumers exactly what they want, when they want it should not be a game of chance. From data service providers to ad networks and exchanges, it is the responsibility of the entire industry to push the envelope in the mobile ecosystem to create the most relevant, amendable experience for each individual mobile consumer. As we push forward through uncharted mobile territory, honing our technologies for recognizing, targeting and effectively tracking the digital consumer, we are only beginning to explore the necessary variables that add up to an effective, connected marketing experience. Big brands need to take the deep dive into implementing tailored, mobile experiences where smaller businesses can then take the lead from the big guns, especially as the mobile landscape continues to evolve. Join James Lamberti to hear his expert commentary on the future of the mobile marketing ecosystem and tips on how to best target mobile consumers.