Mobile World Congress is the world’s largest mobile conference. Tens of thousands of people attend each year to learn about the latest trends in mobile technology and marketing.
Three-quarters of the brands in the world could disappear and no one would care. The digital transformation is connecting everyone and everything – from your grandmother to your twelve year old, to your mobile phone to your refrigerator. Today’s “connected consumers” are always-on, multi-screening and multi-tasking, with power to make or break a brand literally at their fingertips. Twenty years later, while the world has changed, Mastercard continues to be guided by the insight that experiences matter more than things, but how it creates, curates and executes experiences – that has all changed. The digital payment giant is redefining consumer experience creating exceptional and unexpected life experiences, and more seamless digital payment experiences across its products and services. Learn more on how Mastercard is striving to exceed the expectations of the connected consumer with Raja Rajamannar, Global Chief Marketing & Communication Officer of Mastercard.
Mobile apps rule the world, which is why the in-app advertising market is forecast to top $100 billion this year. But there’s a big hurdle to clear for the industry to unlock all that spending: Standards for in-app ad measurement. Why standards? Because brands and agencies need to measure their buys across all screens -- and right now, app developers and mobile ad platforms have a complex web of operating systems and ad formats to navigate to deliver those metrics. In-app ad measurement should be simple, so in this session, a coalition of companies backed the IAB will share the roadmap for in-app measurement standards that will power mobile’s next growth engine.
Is "Feminism" the new "F-word?" Personal feelings aside, there's no denying that a new feminist movement is rippling around the globe -- and it's drastically changing the rules for how brands engage with women. Add in the influx of new platforms like Snapchat filters and shoppable video ads, and it's the perfect storm of opportunity … But only for brands that can nail the right tone and format. So what are the new rules for connecting with Gen Feminist? Our panel of marketing leaders from L'Oreal, Desigual, Carat and Starcom Worldwide will tackle this question with candor, case studies and tales of success.
The once linear consumer journey has become fragmented and complex. Yet, with the ubiquity of smartphones and the rise of connected environments, mobile has become the pivotal connection point between the physical, digital and emotional journeys, helping brands close the loop with consumers in a more personalized way. From push to pull, mobile helps foster one-to-one interactions with audiences, leading them to act upon content, and ultimately influencing conversion across the path-to-purchase. Join Kinetic, Mars Petcare and Bank of America, and hear about the new developments and innovations in the scanning, AI, and mobile measurement space, that are making the omnichannel dream a reality.
In an era of commoditized brands and non-stop distractions, customers only stay loyal to the products and services they really love. Nurturing that love requires the right blend of creativity, technology and connection, and that's why many brands are exploring partnerships with innovative startups and tech companies. But what's the best process for finding new partners and creating memorable customer experiences with them? This fireside chat with Visa and Neustar will explore how one of the world's biggest brands is working to find the perfect mix of technology and creativity that inspires customer love.
What's the secret for capturing customer attention? Telling epic stories that inspire people to act, share and buy. So what's the secret for creating brand stories that people can' ignore? For the next generation of marketers, it's all about the data. Following the digital trail that customers leave behind is key to figuring out which stories matter most, when to tell them, and which platforms to choose for delivery. In this lively discussion, senior leaders from Sears, Havas, McCann Worldgroup and Fluent will uncover best practices for using data-driven storytelling to captivate and entertain.
Join Debra Bass, President Global Marketing Services, Johnson & Johnson Consumer Companies, to discuss J&J’s company-wide embrace of mobility; and how it has allowed the health leader to change the conversation they are having with people. Debra will highlight the importance to be mobile first in order to create total brand experiences: putting people at the center and underscoring cultural behaviors. And how it can positively shape the world we live in. She will share some of J&J’s best case studies to illustrate how brands can go beyond their product offering to be a force for good in people’s life.
Data drives the business of marketing today, shaping the stories brands tell, the platforms they choose to tell them on, and the price they're willing to pay in order to get their messages seen. But there's a huge elephant in the big data room, and it's driven by reports of hidden pixels and billions of dollars in fraud. From bots and viewability, to media-buying kickbacks, this session tackles the issues of programmatic trust and transparency the industry can no longer afford to ignore.
Split-second attention spans and a growing customer resistance to being sold are driving brands further away from "push" marketing. Immersive stories and two-way conversations are the new normal, which is why tools like Facebook Live, Snapchat stories and messenger bots are surging in popularity. But is there a way to tap into these emerging conversation channels at scale? What about success metrics and measurement? And will advertisers actually be paying for branded emoji and Instagram filters years from now, or are they just overhyped new fads?
Pay with an app. Pay with your phone. Pay with your face? Mobile is disrupting every aspect of the retail experience, from AR apps that let people virtually try on clothes at home, to mobile wallets with facial recognition technology for payments in-store. Dig into the most innovative ways that mobile is transforming how we shop and pay, including a look at Adidas Glitch, an app that turned buying football cleats into a personalized, gamified, uniquely rewarding experience.
Mobile gives marketers the power to reach people wherever they are -- but only if a brand can crack the specific code of where, when and how to deliver the message. From push notifications and geofencing, to SMS coupons and mobile banners, how should marketers select which location-based tools to deploy? And how can they be sure that the location data they're gathering is accurate? Mediamath and DigitasLBi will help define what "location-based" advertising really is, and share campaign examples across retail, automotive and CPG in this fireside chat.
Investing in future technology like VR, AI and wearables can be expensive -- but for brands that want to lead the pack, it's just the cost of doing business. Luxe automaker Aston Martin has an ambitious plan to bring its brand roaring back into pole position this year. So when it comes to emerging technology, where should VP & CMO Simon Sproule place his bets? A trio of Chief Digital, Design and Innovation Officers from bleeding-edge agencies like R/GA, Epsilon and Publicis will tell Simon where he must invest if Aston Martin wants to become a "must-have" for this generation's big spenders.
retail of the future strategy – incorporating the challenges and opportunities of digital technologies or social sciences behind it into our marketing toolbox and the way we reach out to customers to increase retention. what we think retail sales & marketing of the future of the car biz. Future of the car biz itself not just sales/marketing but how it looks. Combo of connectivity, autonomous driving, shared services, emission free electrical driving. Future biz model biz core and ecosystem. A lot of people let future happen to them. They’re thinking about how they can help shape the future in their industry.