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DMA08 Conference & Exhibition

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Part 2: Mobile Marketing

Track : Pre-Conference Intensive

Program Code: AM08-0863B

Date: Saturday, October 11, 2008

Time: 2:00 PM to 4:30 PM EST

Location: N115

CONTACT PERSON :

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Michael Becker, North American Managing Director, Mobile Marketing Association

MICHAEL BECKER is a leader in the mobile marketing industry. Mr. Becker is EVP of Business Development for iLoop Mobile, Inc., a leading and award winning mobile marketing software and application solutions provider. Michael Becker has over 17 years of technical and business development experience and has worked in the global telecommunications�mobile marketing and instant messaging, medical, electronic book, and custom solution test industries. In addition to his role at iLoop Mobile, Mr. Becker is both an active mobile marketing industry evangelist and academic. Mr. Becker sits on the DotMobi MAG Steering Committee, is Chairman of the DotMobi Education Committee and member of the DotiMobi MAG Mobile Internet in Developing Countries Task Force. In addition, Mr. Becker sits on the Mobile Marketing Association (MMA) North American Board of Directors (2004, 2005, 2007), is the Co-chair of the MMA's Academic Outreach Committee and Co-editor of the MMA International Journal of Mobile Marketing. Mr. Becker is currently pursuing a Doctorate of Business Administration at Golden Gate University, San Francisco, focusing his research on the emergence of the mobile channel and its use for marketing; he is specifically researching the emerging phenomenon of Mobile Enhanced Customer Managed Interactions. Mr. Becker is also a Ball State University Center for Media Design Industry & Research Fellow, and has authored over 30 articles on mobile marketing and is the editor of a number articles and speaking series on wide range of mobile marketing topics. Mr. Becker holds a B.S. in Business Administration from Saint Mary's College of California and an M.B.A. from Santa Clara University. Mr. Becker's recent honors include: � MMA 2007 Outstanding Individual Achievement Award � MMA 2007 Innovation Award for iLoop Mobile mFinity Platform � MMA 2007 Overall Excellence Award for Company/Committee for Academic Outreach Committee � ASAE 2007 Gold Circle Award for Peer Reviewed Print Journal [MMA International Journal of Mobile Marketing] from an association with a budget of $2 million less

PRIMARY SPEAKER :

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Michael Becker, North American Managing Director, Mobile Marketing Association

SPEAKER (S):

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Steven Gray, Chief Operation Officer, Money Mailer Direct Marketing

Michael Hanley, Professor, Ball State University

David Knise, President, Keyword Mobile

Jeannette Kocsis, SVP, Digital Marketing, The Agency Inside Harte-Hanks

Michael O'Farrell, Executive Director, DotMobi Mobile Advisory Group

Juliet Randall, Senior Director, Marketing Mobile, Western Union

Steve Roberts, President, ShopText

Gowri Shankar, SVP of Sales & Business Development, SinglePoint

Description

Part II: Mobile Marketing Case Studies & Metrics

In Part II of the intensive mobile marketing workshop we'll provide with a detailed overview of leading mobile marketing case studies. We'll look at text messaging, voice/IVR, mobile internet, Bluetooth, sweepstakes, mobile content programs and more. We'll provide a breakdown of each program type. Discuss what works and does not work for mass-market initiatives and niche market initiatives, as well as we'll introduce examples of leading programs from mature international mobile marketing markets. We'll also discuss key metrics and analytical methods for measuring the results of a mobile marketing initiative. Finally, we'll cover effective strategies and tactics for implementing both "On-portal" and "Off-portal" mobile advertising (including an explanation what these terms mean).

Audio Synchronized to PowerPoint

(Code: AM08-0863B)

Daily Attendees:

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This session is a part of:

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