November 6, 2008 |
| 8:30 a.m.-9:00 a.m. |
Breakfast
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| 9:00 a.m.-9:30 a.m. |
Introductions And Expectations
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| 9:30 a.m.-10:15 a.m. |
Overview: Is The US — And Your Company — Ready For Mobile Marketing?
- What are main types of mobile marketing?
- Who is the prime audience for mobile marketing today?
- What is current consumer response to mobile marketing?
|
| 10:15 a.m.-10:45 a.m. |
What Is The Mobile Marketing Vendor Landscape?
- What are the different types of mobile marketing vendors?
- Who are the leaders in each category?
- What criteria should you use in evaluating vendor partners?
|
| 10:45 a.m.-11:00 a.m. |
Break
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| 11:00 a.m.-12:15 p.m. |
Group Discussion: Choosing The Right Mobile Marketing Approach
- What are the relative strengths and weaknesses of popular mobile approaches, including messaging, the mobile Internet, and ad-sponsored applications?
- How should marketers determine which approach makes the most sense for a given campaign?
|
| 12:15 p.m.-1:15 p.m. |
Lunch
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| 1:15 p.m.-2:15 p.m. |
Mobile Campaigns: The Good, The Bad, And The Ugly
- Which US advertisers are doing mobile marketing right?
- What are the best — and worst practices — in specific areas like targeting, campaign planning, ad creative, and measurement?
- What can US advertisers learn from the mobile campaigns undertaken by their European counterparts?
|
| 2:15 p.m.-2:30 p.m. |
Break
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| 2:30 p.m.-3:30 p.m. |
Exercise: Designing And Evaluating Mobile Campaigns
Participants worka in teams to design mobile tie-ins for current marketing campaigns — the larger group reconvenes to discuss the effectiveness of each mobile campaign.
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| 3:30 p.m.-4:00 p.m. |
What Does The Future Hold For Mobile Marketing?
- What technology changes will enable new mobile marketing techniques?
- What is the timing for the introduction — and wide adoption — of these technologies?
- How will these new marketing techniques fit into integrated campaigns?
|
| 4:00 p.m.-4:30 p.m. |
Wrap-Up
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Forrester Analysts
Julie Ask, JupiterResearch, a Forrester Research company, Speaker
Charles Golvin, Forrester, Speaker
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