American Marketer


Mobile FirstLook 2012 New York Jan. 19 conference: Macy’s, Sears, Coca-Cola, MTV, Walgreens

January 5, 2012


Please click here to register for the Mobile FirstLook: Strategy 2012 conference, New York, Thursday, Jan. 19, 2012.

Registration is open for the annual Mobile FirstLook: Strategy 2012 conference Thursday, Jan. 19 featuring speakers from Macy’s, InsightExpress, Coca-Cola, MTV, Walgreens and Sears. This day-long New York event is a must-attend for brands, retailers, ad agencies and publishers looking to plan effective mobile strategy and tactics in 2012, a year where strong customer ties will matter more than ever.

At this exclusive summit organized by this publication at the National Museum of the American Indian across from Manhattan’s Battery Park downtown, attendees will get to listen and meet with key executives moving the needle for mobile marketing, commerce and media. The conference, whose agenda is below, will be limited to only 200 delegates.

“Given the state of the economy, marketers and retailers will have to pull out every arrow from the quiver if they intend to not just acquire customers, but also retain those whose eyes are easily diverted to other enticing offers and promotions,” said Mickey Alam Khan, editor of Mobile Marketer and Mobile Commerce Daily, New York. “Without doubt, proper use of mobile for marketing, media and commerce will help marketers hit bull’s-eye.

“Opening the mobile year, Mobile FirstLook: Strategy 2012 is part of this publication’s continuing efforts to inform and educate brands, retailers, agencies, publishers and other mobile players on what to expect in 2012 and how mobile can play a key role in maintaining and sustaining customer relationships across all channels,” he said.

In addition to executives from brands, retailers and media, a panel of CEOs behind key mobile marketing and mobile commerce efforts nationwide will offer invaluable pointers and best practice on how to navigate an evolving mobile landscape led by increasingly empowered consumers.

Attendees will also get access to proprietary research by InsightExpress on changing mobile consumer behavior, holiday 2011 data and other facts that will inform smart mobile marketing and mobile commerce in the year ahead.

The event is priced at $495 for the day, which includes breakfast, lunch and cocktails. For sponsorship, please contact Jodie Solomon at

The summit agenda can also be accessed via

Please click here to register for Mobile FirstLook: Strategy 2012 in New York.

The agenda is below.


Mobile FirstLook: Strategy 2012

Thursday, Jan. 19, 2012

A Napean presentation


National Museum of the American Indian

Diker Pavilion

Bowling Green

New York, NY 10004

(Directions: Directly across from Battery Park in downtown Manhattan and at the beginning of Broadway)

8 a.m. – 8:45 a.m.

Registration and Breakfast

8:45 a.m. – 8:55 a.m.

Welcome Address: Mobile in 2012


Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

8:55 a.m. – 9 a.m.

Master of Ceremonies

Giselle Tsirulnik, senior editor, Mobile Marketer and Mobile Commerce Daily

9 a.m. – 9:45 a.m.

Opening Keynote

Macy’s: How the nation’s leading department store chain is developing a 360-degree mobile strategy

As one of the leading department store chains nationwide, Macy’s reaches out to consumers in all media with customized offers, direct marketing and brand advertising. Mobile not only gives legs to these efforts, but has become an important advertising, marketing and retail destination unto itself. New York-based Macy’s mobile repertoire now includes a mobile commerce site, application, iPad catalog, QR codes, SMS and mobile advertising and marketing. In this session, attendees will learn:

 What role mobile will play in Macy’s 2012 multichannel marketing and retail outreach to customers and prospects

 A recap of Macy’s holiday mobile marketing and commerce efforts, including database-building and driving traffic to stores

 Why mobile commerce is key to a strong retail future

 What the Macy’s shopper expects from mobile and how the retailer meets those expectations through targeted and timely initiatives


Martine Reardon, executive vice president of national marketing, Macy’s

9:45 a.m. – 10 a.m.


10 a.m. – 10:45 a.m.


InsightExpress: What the 2012 mobile consumer will look like

By end of 2012, the scales are expected to tip in the smartphone’s favor: one out of two subscribers will have Web- and application-enabled mobile devices that will change the dynamics of digital content consumption, marketing delivery and retail transactions. What expectations will the newly empowered mobile consumer have of experiences delivered by brands, retailers, advertising agencies, publishers and wireless carriers? This session will discuss:

 How consumers are likely to evolve their mobile behavior in 2012

 Lessons learned from 2011 and how 2012 will differ from the prior year and what effect that will have on advertising and marketing, shopping, media consumption and communications

 Mobile shopping behavior over the 2011 holidays and how that is instructive for the 2012 season

 Mobile stats and data to make informed decisions for the year ahead


Joy Liuzzo, vice president, InsightExpress

10:45 a.m. – 11 a.m.


11 a.m. – 11:45 a.m.

Coca-Cola: Why the world’s most recognized American brand icon finds value in mobile

If there is one consumer brand that has done it all in mobile – and way before it was fashionable – it is Coca-Cola. The Atlanta-based beverage giant continues to pour considerable resources into mobile advertising, marketing and promotions. From jingles and games to in-cap SMS promotion codes and mobile sites and applications, Coca-Cola has mastered the art of mobile marketing like few brands have. Attendees will learn:

 Why Coca-Cola is so highly engaged with mobile and the medium’s role in CRM and branding

 How the brand crafts its mobile strategy and tactics, with differing approaches for different markets and soda brands, plus advice to ad agencies

 Recapping highlights of Coca-Cola’s holiday mobile marketing and work done in 2011 and how 2012 may play out

 Five best-practice mobile tips for mobile advertising and marketing in 2012


Tom Daly, group manager, Coca-Cola Co.

11:45 a.m. – Noon


12:45 p.m. – 2 p.m.

Sponsored Lunch

2 p.m. – 2:45 p.m.

CEO Tips

What every marketer should know about mobile in 2012

The face of mobile advertising, marketing, media and commerce in 2012 will be unrecognizable from efforts as recent as 2009, such is the progress made on the device, software, data plans, marketing and retail fronts. With such evolution comes the natural corollary: empowered and demanding consumers, an even more fragmented media planning and buying experience, lack of standards, performance measurement issues, privacy concerns and data-traffic strain on wireless carrier networks. What do these CEOs know that others in the marketing and retail ecosystem do not? The spirited discussion will focus on:

 The thorniest mobile issues that brands, retailers, agencies and publishers should prepare to face

 Lessons learned from mobile marketing and commerce over the 2011 holidays

 Which mobile channels are proving themselves generators of ROI and traffic drivers to retail stores and why

 Is mobile getting the budget it deserves and from which other marketing channels and why sitting on the fence in 2012 may not work for all

 Who is shaping mobile the most: Apple, Google, Research In Motion, Microsoft, Nokia, Samsung, Motorola, LG, Verizon Wireless, AT&T, Sprint, T-Mobile, Amazon or eBay?


Jeff Haynie, CEO, Appcelerator

Siva Kumar, CEO, The Find

Laura Marriott, CEO, NeoMedia Technologies

Erik McMillan, CEO, BestFit Mobile

Marci Troutman, CEO, SiteMinis

Konny Zsigo, CEO, WDA Mobile Marketing


Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

2:45 p.m. – 3 p.m.


3 p.m. – 3:45 p.m.

MTV Networks: How mobile is television’s best friend

Viacom’s flagship cable property is arguably one of the most sophisticated mobile entertainment broadcast brands. As an early adopter of digital media, New York-based MTV has engaged its audience across all channels, relying on content generated within the organization to fit the channel, device and consumer. What can other media brands learn from the MTV mobile experience? Find out in this session:

 How MTV devises its mobile content strategy, driving traffic between television, online and mobile

 The cable network’s 2012 strategy including mobile in the media mix

 How MTV understands the needs of advertisers, ad agencies and, most importantly, consumers in delivering mobile content

 Tips for media to monetize mobile


Sol Masch, director, MTV Networks Digital

3:45 p.m. – 4 p.m.


4 p.m. – 4:45 p.m.

Walgreens: Why 2 million consumers have an SMS relationship with the leading drugstore chain

Among all pharmacies, Walgreens has invested heavily in online and mobile technology to make it easier for customers and prospects to shop and buy. The Deerfield, IL-based company’s Prescriptions Ready by Text and Refills Ready by Text programs are beacons of hope for other retailers looking to draw consumers to their stores via the humble and vastly underrated SMS. At its core, Walgreens understands that mobile is not about the technology, but the consumer. Attendees will learn:

 How Walgreens is building a loyal database of customers via SMS text, bar codes and applications

 Learnings from the holidays and 2011 that will shape Walgreens’ approach to mobile in an increasingly competitive but lucrative market for pharmaceutical retail sales

 Tips for growing an opt-in SMS database of customers for marketing, remarketing and alerts

 What only Walgreens can teach other retailers and brands about mobile


Abhi Dhar, ecommerce chief technology officer, Walgreens

4:45 p.m. – 5 p.m.


5 p.m. – 5:45 p.m.

Closing Keynote

Sears: How the mobile pioneer will push the envelope in 2012

If there was one retailer that stuck its neck out in mobile’s early years, it was Sears. And since Sears embraced mobile, the department store chain has debuted a mobile site and application for most platforms, tools catalog for the iPad and the ability to order on mobile and pick up in store. Its mobile commerce and mobile marketing efforts have few parallels in retail, even as consumers increasingly rely on mobile to shop, search and buy. In this final session, delegates will learn:

 Where Sears sees the mobile landscape evolve in 2012, shaped by rapidly changing consumer behavior

 Lessons learned from Sears’ mobile commerce and marketing initiatives during holiday 2011

 Tips for marketers and retailers seeking to increase brand engagement and boost customer acquisition, retention and reactivation in 2012

 How mobile is set to change retail and marketing and why 2012 marks the beginning of a new era


Imran Jooma, president of ecommerce, Sears

5:45 p.m.

Raffle for Dom Perignon

5:45 p.m. – 6:45 p.m.

Sponsored Cocktail Hour

Please click here to register for the Mobile FirstLook: Strategy 2012 conference, New York, Thursday, Jan. 19, 2012. Price $495

Hotels in the Lower Manhattan neighborhood (from nearest to farthest):

The Ritz-Carlton Battery Park, Two West Street, New York, NY 10004; tel: 212-344-0800; please click here for the Web site

New York Marriott Downtown, 85 West Street at Albany Street, New York, NY 10006; tel: 212-385-4900; please click here for the Web site

W New York Downtown, 123 Washington Street (entrance on Albany Street), New York, NY 10006; tel: 646-826-8600; please click here for the Web site

Millennium Hilton, 55 Church Street, New York, NY 10007; tel: 212-693-2001; please click here for the Web site

Please click here to register for the Mobile FirstLook: Strategy 2012 conference, New York, Thursday, Jan. 19, 2012. Price $495