It's in your customers' pockets: Instant access, instant gratification and instant response... but how do you measure the wide variety of ways people can use a mobile device to shop, compare, buy and seek service? "The year of mobile marketing" may have arrived while you weren't watching. This track looks at mobile from the top down (mobile measurement strategy), from the inside out (mobile web & apps metrics) and from the outside in to help you analyze your mobile marketing ROI.
Moderator: Greg Dowling, Vice President of Mobile Strategy & Measurement, Semphonic
Tuesday, March 6, 11:10-11:50 am
Greg Dowling, VP Mobile Strategy & Measurement, Semphonic
Strategy, Measurement, Analysis, Reporting and Tactics are an analyst's best friends. With mobile technologies putting the Internet in everyone’s pocket and with an expanding apps market taking the possibilities to dizzying new heights, these friends become crucial colleagues in an effort to make sense of it all. Now that mobile applications are assuming a central role in the Internet equation, the trick is to make sure your investment pays off. Greg focuses his fine consulting skills on describing the new metrics strategies required. Organizations need to get S.M.A.R.T with mobile apps - Greg is here to help.
Tuesday, March 6, 3:15-3:55 pm
Rachel Pasqua, Head of Mobile, Organic
Search has gone local AND mobile. Local search accounts for 40% of all Google searches with estimates that, in the next 18 months, 15-30% of searches will take place on mobile devices. With this critical mass achieved, marketers have real opportunities to drive traffic via mobile phones, learn what you can do to attract customers and stay ahead of the competition. Rachel takes us inside the mobile search war room and provides insight into the state of the mobile search industry, paid and natural search strategies and tactics, and analytics and landing page optimization.
Tuesday, March 6, 4:00-4:40 pm
Shari Cleary, VP Strategic Insights & Research, Viacom Entertainment Group
Think you have your hands full creating a mobile strategy? If you want to optimize a multi-platform marketing media experience then you have to know how 18 to 34 year olds consume media. Just how multi-platform are they? Just how multi-tasking? Just how much do they consume? See the interviews and hear the conclusions about today's consumers. Learn what Millennials expect and how this consumer research complements behavioral analytics.