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Pre-event Workshop
MMA Forum, São Paulo
17 October, 2011
| 2:00 | Welcome from the Mobile Marketing Association Marcio Chaer: Managing Director, LATAM; Mobile Marketing Association |
| 2:00-5:00 | Mobile Marketing Workshop: Global Truths of Mobile Marketing: Essentials for Successful Consumer Engagement This workshop covers the fundamentals of mobile marketing. By taking this program you will learn the global truths of mobile marketing strategy and tactics. You will also develop an understanding of the mobile consumer and their universal behaviors and attitudes.
Edmar Bulla: Executive Director & Advisor; CROMA Marketing Solutions |
MMA Forum, São Paulo
18 October, 2011
| 08:00 | Registration Opens |
| 09:00 - 09:05 | Master of Ceremonies Livia Matos: Mobile Marketing Association |
| 09:05 - 09:20 | Welcome from the Mobile Marketing Association Marcio Chaer: Managing Director, LATAM; Mobile Marketing Association Greg Stuart: Chief Executive Officer; Mobile Marketing Association |
| 09:20 - 10:00 | Keynote: Mobile Marketing Futures: The Next 3-5 Years The art and business of marketing is facing a similar wave of disruption by digital technologies than the media and content industries have been experiencing for the past decade. Data is indeed becoming the new oil, and mobile devices is where most data will both come from as well as head towards - as much as 90% of all Internet traffic will take place on mobile devices, in 5 years, and 50 billion devices will be connected to each other. Clearly, mobile devices are about radical user (aka consumer) empowerment and increased personal involvement, and the faster the networks and the cheaper the access-to-the-cloud the more we will see significant cultural shifts that will redefine how and what we buy, what we share and with whom, how we pay and what we like or don’t like. Gerd Leonhard: Media Futurist, Author & Blogger |
| 10:00 - 10:25 | Traditional and Innovative Ways to Build Your Brand and Engage your Customers Through Mobile Mobile has risen to be one the key contact points with consumers for Coca-Cola, and in this session we will see some of the main initiatives that led the company to this stage. Adriana Knackfuss: Senior Consumer Connections Manager; The Coca-Cola Company |
| 10:25 - 10:40 |
The Impact of New Medias and Mobile on the Advertising Business In this session Luiz will explain the evolution of different media platforms in LATAM, how these platforms feedback and grow and the role that mobile will play. He will also explore the creative challenges to advertisers to know how to use these platforms to deliver great idea to clients and share case studies from leading product and service brands. Luiz Lara: Chief Executive Officer; ABAP – Brasilian Association of Advertising Agencies |
| 10:40 - 11:10 |
Networking & Coffee Break |
| 11:10 - 11:50 | Panel: Metrics – Meet the Mobile Consumer The panel will compare media channels and consumer´s behavior in Latin America drawing clear lessons for brands on the importance of mobile. All the myths around mobile metrics, how mobile can be measured and how it is currently being done in other parts of the world. Moderator: Jesper Rhodes: Head of Innovation and Partnerships Latam; Ericsson Panelists: Ricardo Cavallini: Digital and Mobile Consultant, Professor; ABEMD and IICS Brian Jurutka: Senior Vice President, Telecom & Mobile; comScore Thiago Moreira: Managing Director- Telecom Brazil; The Nielsen Company Mariana Rodriguez Zani: General Director, Convergencia Research |
| 11:50 - 12:10 | Red Hot Rio A Case Study on Mobile Commerce Mobile Shopping is a $9 billion business today and over 67 percent of U.S. mobile subscribers today have shopped using their mobile phones, yet there is limited research available that dives into the consumer sentiment around the mCommerce experience, how they're leveraging the phone while shopping and how mobile advertising impacts their purchasing behavior. In this session, we will dive into a case study featuring Red Hot, a non-profit organization dedicated to fighting AIDS and how they leveraged InMobi's Mobile Commerce Research to create an engaging a performance driven campaign aimed at promoting the sales and release of the Red Hot + Rio album, featuring iconic music legends such as Brazilian recording artists Jobim, Astrud Gilberto and Gilberto Gil and contemporary pop music performers including Sting and PM Dawn. Attendees will take away an understanding of how to best engage shoppers via a mobile device and the impact that mobile advertising has on both online and offline behavior. James Lamberti: Vice President, Research and Marketing; Inmobi |
| 12:10 - 12:30 |
The SIM Card as a Communication Platform for Companies A SIM card can be a critical tool in building a dialogue between businesses and consumers. In this session, Henry will show how companies in different market segments can use the phone as a strategic channel of communication with their customers. The goal is to show that more than a showcase of offers and advertising, the mobile can be an important tool for service delivery and value of companies to its current base of customers. Henry Trejgier: Mobile Services Latin America, Gemalto |
| 12:30 - 12:50 | The Time for Mobile Is Now
The explosive growth of the mobile internet in Brazil and how to take advantage of it |
| 12:30 - 13:45 | Networking & Lunch Break |
| 13:45 - 14:15 | Panel Debate: Personalisation versus Privacy Sponsored by:  Nothing rouses great debate in the mobile world right now than the use of consumer data. Some argue that understanding customers better through collecting personal data will make it more possible to create a better approach for both brand and consumer. While others believe that too much data is held without consumer knowledge. In this panel leading thinkers on both sides of the divide put their case forward and then debate the issues. Moderator: Greg Stuart: Global CEO; Mobile Marketing Association Panelists: Samantha Jones: Senior Mobile Manager; UOL Rafael Pellon: Attorney Hani Ramzi: Executive Director; Optism, EMEA José Renato Mannis: CEO and Founder; Mobint |
| 14:15 - 14:35 | Location Based Advertising: Positive Effect on Click and Post Click Engagement Rates Martin Gonzalo Noe: Head of Sales, LATAM; NAVTEQ Media Solutions |
| 14:35 - 15:25 | Panel: Mobile Marketing Myths This panel will dispel common mobile marketing myths surrounding mobile internet access, smartphone penetration, and the value of app possibilities. What is the current mobile marketing environment in LATAM around mobile web, apps, and smartphones? We will also consider strategies for continued success. Moderator: Pyr Marcondes: Managing Director; Meio e Mensagem Group Panelists: Angel Aldana: Group Manager, Latam Alliances; RIM Marcelo Castelo: Director/Partner; F.Biz Matt Garlick: Head of Mobile; Vostu Leonardo Xavier: Chief Executive Officer; Pontomobi |
| 15:25 - 15:55 | Networking & Coffee Break |
| 15:55 - 16:45 | Panel: Trends in Mobile Marketing Sponsored by: .jpg){kind=small} What are the new big things and the new trends in mobile marketing? This panel will explore what is hot now. Moderator: Edmar Bulla: Executive Director & Advisor; CROMA Marketing Solutions Panelists: Juan Aldercreutz: Interactive Marketing Director, Latan America; The Coca-Cola Company Fabiano Destri Lobo: Partner; Gotcha Mobile Tobias Girelli: CEO and Founder; Enve Tech Breno Masi: Marketing and Product Director; Fingertips |
| 16:45 - 17:15 | The Role of Mobile in Kellogg’s Marketing Strategy This presentation will address Mobile Marketing at Kellogg’s. Why mobile marketing? Kellogg’s has an internal commitment to mobile but changes are needed. Guillermo will also discuss Kellogg´s Mobile Marketing success and the future of mobile marketing within Kellogg´s. Guillermo Obregon Rodriguez: Senior Cross Category Marketing Manager; Kellogg Company, Mexico |
| 17:15 | Closing Remarks Marcio Chaer: Managing Director, LATAM; Mobile Marketing Association |