MUMBRELLA’S MOBILE MARKETING MASTERCLASS
FIND OUT HOW TO CAPITALISE ON THE MOBILE REVOLUTION, 27 August 2015
Presented by Mumbrella, the Mobile Marketing Masterclass provided a practical exploration of the key areas impacting the growth of mobile investment in Australia, including the burgeoning area of mobile payments and the opportunities it holds for brands; and how to understand and master measurement, which is currently proving to be the biggest impediment to growth.
The Mobile Marketing Masterclass was curated by Rob Marston, founder of mobile-first digital agency Zeus Unwired, who introduced InMobi to the Australian market, before which he was Starcom MediaVest’s director of search.
With 70% of all Australian digital spend forecasted to be dedicated to mobile by 2019, according to e-Marketer, the Mobile Marketing Masterclass is essential for anyone working in marketing, agencies, running an SME or working with mobile technology (see below the full program).
WELCOME AND INTRODUCTION – the state of mobile in Australia
A cheat sheet on the key issues facing mobile marketers in Australia from one of Australia’s most respected mobile experts. The questions you should be asking about the brands you work with and the trends you’ll need to get to grips with immediately.
HOW WOOLWORTHS’ NEW MOBILE STRATEGY INCREASED CUSTOMER ENGAGEMENT BOTH IN-STORE AND ONLINE
Mobile is the place where digital meets the real world. Hear from Has Fakira, the man tasked with changing the mobile technology game for Australia’s biggest supermarket.
Fakira’s presentation will look at how the supermarket giant’s mobile journey has evolved since the launch of the first Woolworths app in 2011. Hear the results – what worked, what didn’t work and what lessons you can apply to your own mobile strategy. Fakira will cover the use of mobile when a customer is shopping in store, while they’re on the go; and how the Apple Watch has influenced Woolworths’ thinking.
CAN’T TRACK IT, WON’T DO IT?
Mobile marketing offers some of the most exciting opportunities for marketers to measure every step of a campaign performance – if they know what they are doing, and if they know how to set up campaigns correctly to begin with. Hear from three industry experts about current best practice, coming trends from other markets, and practical applications.
Yahoo7 mobile and strategy & advertising manager and AIMIA Mobile Interest Group co-chair Venessa Hunt is one of Australia’s most experienced mobile strategists working within a media company. She has also worked at Ninemsn, Mobile Embrace and was responsible for launching Exponential’s mobile advertising company, Appsnack. Hunt will share learnings on how to master measurement and provide practical applications – what you can do, and how to do it.
Monique Perry leads Nielsen’s Media business in Australia and was appointed to this role in August 2013. Monique is responsible for client relationships and the commercialisation of Media products and solutions in Australia. Prior to this role, Monique served as Commercial Director, Client Service Director and various Account Management roles within the Nielsen Media and NetRatings businesses. Monique was part of the team that set up the first online audience measurement service in Australia in 1999 and prior to this was an Account Manager with first electronic TV Ratings service in Australia.
Gai Le Roy was most recently head of research at the Interactive Advertising Bureau and was previously the GM of audience insights and research at Fairfax Media. She has also worked as the VP of research for Asia Pacific at Nielsen Online and consults to a range of media organisations to provide independent advice on audience measurement, strategy, product development and revenue analysis. Le Roy will outline the current measurement best practice in Australia and preview the key key overseas developments likely to impact Australia soon.
THE MOBILE PAYMENT REVOLUTION: The opportunities for marketers
Are you ready for when Apple Pay launches in Australia?
With more than half of all Australians already using their mobile phone to pay for goods and services, m-commerce is proving to be the biggest driver in investment into mobile. Contactless payment is revolutionising the retail landscape. It has huge implications for retailers and marketers.
Is your brand ready for what happens when the consumer no longer carries a wallet?
Find out about the major new mobile payment initiatives and how they will impact how brands will engage with consumers.
Hear about PayPal’s Braintree, the payment system behind Uber, Airbnb, Dropbox. Find out about hospitality payments app Clipp, which already works with 70% of leading point-of-sale providers in Australia. Learn about where customer loyalty meets mobile marketing.
Moderated by Alex Hayes, editor, Mumbrella