This document provides an agenda for a mobile marketing event. The event will include several case studies and sessions on using mobile marketing to engage customers and maximize return on investment. Speakers will discuss topics like understanding consumer mobile behavior, implementing mobile campaigns at retailers like M&S, using mobile in government services, integrating mobile into customer relationship strategies, and planning effective mobile marketing campaigns. The future of mobile technologies is also addressed.

1. Making Mobile Marketing Work
Using mobile to maximise your business ROI
Agenda
09.30 - Welcome
Mark Brill, Director, txt4ever and Chair, DMA Mobile Council
09.40- Intro session
Introduction to Mobile marketing
Objectives of the afternoon
Introduction to mobile marketing opportunities
Work of the DMA Mobile Marketing Council
Mark Brill, Director, txt4ever and Chair, DMA Mobile Council
10.10 The consumer and mobile marketing – Case Study: Orange
Gain insight into customer behaviour and attitudes - Exposure2
Learn about different formats and types of mobile marketing
o Orange Wednesdays
o Blyk case studies
o mobile (ad-funded) video
o mobile web (home page takeover)
o Kit Kat brand effectiveness case study
o Red Nose Day
o Coke mobile credit the recent Sprite, Dr Pepper, Fanta offer
Steve Ricketts, Orange
11.00 - Refreshment break
11.15 - Engagement – Case Study: Marks & Spencer
Implementing mobile marketing and how that alters customer experiences
Incorporating new developments: In-store barcode scanning
Explore organisational considerations and joined up working internally
Learn campaign insights from Back to School & Dine In campaigns
Sienne Veit, Business Development Manager, Marks & Spencer Direct
12.00- Customer service – Case Study: Directgov
Changes to the mobile internet market
Why mobile is important to Directgov
How Directgov uses mobile
Government campaigns
Banner campaigns
Search
Gill Lederfield, Direct Gov Speaker
- Lunch 12.30-13.15
13.15 - Building mobile into your CRM strategy
Retaining customers
Mobile content
Maximising user generated content
Tim Dunn, Mobile Ineractive Group
13.45 - Campaign development strategy
• Company values and marketing aims
• Acquiring and managing customer’s data
• Delivery platforms

2. • Measuring campaigns
14.15 – Introduction to campaign exercise/assign break-out groups
14.30 – Campaign planning exercise
Four groups with speakers acting as facilitators, mobile handsets will be made available for reviewing campaigns.
14.50 – Refreshment Break
15.00 – Campaign planning exercise continues
15.30 – Campaign Review
Campaigns are presented to the audience with comments and feedback.
16.30 - The future of Mobile
A brief look at technologies and approaches that will be shaping the future.
Mark Brill and Tim Dunn
17.00 – Closing remarks
17.05 – Drinks!