Off-the-record discussion. Heated debate. Intense learning. And occasional off-color humor.
This is the heart of what happens at Mobile Summit. In intimate boardroom sessions, about 180 senior-level peers break down into groups of 20 to candidly tackle the tough questions they face around achieving growth on mobile.
They include top executives from companies like the New York Times, Hilton, Hallmark, Spotify, Thredup, Groupon, Alex & Ani, Mixt Greens, Yelp, Gap, Sony and more.
They’ll share insights about the technologies and strategies they’re using to do things like create the right loyalty loops, personalize their marketing, calculate the ROI of their marketing efforts, and target the right demographics.
This is their chance to commiserate and problem-solve with other leaders — by pooling tips and staying in front of the conversation. Each session is facilitated by chairs from leading brands, and moderated to ensure the conversation drives to conclusions.
Here are the sessions:
Is the loyalty loop replacing the marketing funnel?
For retailers, many of which still have physical stores, the trick to mobile is how to use it to improve loyalty with their customers. But how? This session will ask tough questions like: How aggressively do you take purchasing data, and turn it into email campaigns? When does it spill over to creepy? How do you best lodge your company’s app or messaging on the devices your customers carry into your stores every day? How do you leverage your customers’ browsing habits in the age of showrooming; make real-time hyper-local, based on customer profiles and context; exploit mobile services such as maps and GPS; participate in user-curated marketplaces; and use IM or chat services in-store? And how to enhance the customer experience via wearables, deal notifications, product visual searches, and social contacts.
Personalized marketing: How companies are using it to drive growth
The challenge with personalized mobile marketing is how to keep it truly personal — and that takes context, as well as care. New-fangled personalization technology boasts a one-to-one marketing nirvana, but is it too good to be true? Strategies such as updated offers based on location, delivering a special discount opportunity after someone checks in from their device, tailoring messages or experiences based on past behavior and context — all of these can catch the user’s attention and make them feel like somebody thinks they’re special. And all of this can be done by sensible leveraging of data about your customers.
How to best measure mobile user acquisition costs and ROI?
An increasing number of businesses have developed mobile apps to better serve customers on mobile devices. But how do they value customers in this fast, dizzying new channel, and how much should they spend to acquire them? How do they factor in how much mobile customers mean to their established business? Like with most questions, this one leads to a lot of others, such as: Are there some common best-practice user acquisition strategies to grow audiences for the long haul? How to find new users with profiles similar to their most loyal and valuable customers? Which tactics help going global more affordable? What are the current roadblocks to properly measure UA, including engagement after install? What are the typical Costs per User and Costs per Active User beyond 30 days for particular types of apps (games, retail, etc), and how will that calculation develop over the next year?
Ad-tech: Formats for brands to engage mobile audiences — what is new and what works
Mobile has evolved, and the simple display ad is all but dead. In fact, one analyst recently predicted Google’s more simple display strategy may soon wither away, and that properties like Facebook, Snapchat, and Pinterest have more naturally engaging products when it comes to engaging readers with advertising . So exactly what are the best formats to delight users with media-rich advertising that feels just like the native experience? Which mobile experiences tend to get which brands in front of the right audiences? What formats are the best ones to remain top of mind? What other technology solutions are part of the modern “mobile engagement” software stack? What are the strategies necessary to leverage these technologies to their fullest?
Demographics or die: How to use targeting strategies to survive.
Once you know the demographics of your best customers, it’s time to double down and spend marketing dollars to reach them through the most compelling channels and partnerships. And mobile is one of the best mediums to do this. Demographic segmentation leads to customer retention and loyalty. But what are the best practices in formulating a demographic strategy, and then executing upon it? How do you best articulate the “personas” who are most likely to want your product, and then use cluster analysis to target them properly? How do geography and other variables change these strategies? Hear three brands with different demographics discuss the pros and cons of focusing too little or too much on demographics.
More details on these sessions can be found on the event’s agenda page. Before and after these sessions, we’ll also hear from other inspirational speakers about what it takes to drive growth in a mobile-first world.
Space is extremely limited — we’ve only got seats for a total of 180 executives — but it’s not too late to apply for one of the remaining seats.