MMA Free Webinar Series

Tuesday, October 13, 2015 - 2:00pm to 3:00pm EDT

To App or Not to App: Strategies and Tactics to Make Your App a Success

As the mobile consumer experience continues to grow and more apps are downloaded, then abandoned by the user, it's more important than ever that retailers have a compelling strategy for building and maintaining an app.

Join Silverpop Retail Segment Director Stephen Dumas and Director of Product Marketing Ben Kaplan as they share top strategies and tactics retailers can use to create a successful and sustainable app as part of their marketing framework. You’ll learn how to:

  • Use journey mapping to identify areas for app engagement
  • Deliver a value-add mobile app experience
  • Integrate your app into your broader marketing efforts
  • Retain a higher percentage of mobile app users

Guy Clayton, Senior Director of Marketing, Mobile Marketing Association


Stephen Dumas
Retail Segment Director
Silverpop, an IBM Company
Ben Kaplan
Director of Product Marketing, Mobile
Silverpop, an IBM Company


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Thursday, October 15, 2015 - 2:00pm to 3:00pm EDT

Mobile Wallets: The Next Big Mobile Channel

Apple Pay, Android Pay and Samsung Pay are changing how we interact with our phone by implementing mobile wallets with features that go beyond storing credit card information.  We are now able to store, save, share coupons, boarding passes and rewards.

Join us for this webinar to learn how mobile wallet is a simple to implement, highly effective way for business to interact with their clients.  We will share the latest data and best practices on sustaining mobile engagement through digital wallets, and innovative use cases from B2C and B2B companies that go beyond mobile payment.

You'll learn:

  • About the mobile wallet opportunity
  • How to turn mobile wallets into an on-going mobile engagement channel
  • How to use mobile wallets to drive higher efficiencies and lower your marketing cost
  • How brands can get started with mobile wallet, even without an app

Leo Scullin, Global Industry Initiatives, Mobile Marketing Association


Stephanie Capretto
Digital Strategist
Urban Airship
Judy Chan
Senior Product Marketing Manager
Urban Airship


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Thursday, October 22, 2015 - 2:00pm to 3:00pm EDT

While Reindeer Are on Rooftops, You're Top-Of-Mind with Cross-Device Messaging to Holiday Shoppers

A holistic view of consumer experiences across devices is the key to success this holiday season. Consumers no longer think in terms of channels, they expect a seamless experience whether shopping via a website, mobile device, or app. Leveraging real-time insights and personalized cross-channel engagement metrics to develop innovative marketing strategies will separate the strong campaigns from the weak. Join us as we discuss best practices and the latest trends for reaching the coveted holiday shopper across devices.

Takeaways for cross-device marketing to holiday shoppers:

  • Focus on the customer experience: Consumers score the average retailer’s understanding of them lower than the marketers themselves. It’s important to bridge that gap with actual data and consumer understanding.
  • Think omnichannel: Consumers no longer think in terms of channels, they expect a seamless experience whether shopping via a website, mobile device, or app.
  • Increase Engagement and Inspire: Fight decreasing engagement numbers with tips and trends for reaching holiday shoppers in a meaningful way that inspires gift giving actions.


Kathleen Comer
GM of Client Services
The Trade Desk


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Wednesday, November 4, 2015 - 2:00pm to 3:00pm EST

Success on Mobile: A Comprehensive Approach to Delivering ROI on Your Mobile Investment

The mobile app is taking over the world. But in a crowded mobile landscape, how can you deliver ROI on your mobile strategy? Too many organizations find themselves investing large amounts of time and money in app strategy and development, only to find it difficult to acquire and retain the mobile users that they need to succeed.

This session will look in detail at making it happen. We start with acquisition, and take a detailed look at strategies and tactics that can help bring mobile users to the party at the right price. We'll then go deep with practical examples of retention and engagement campaigns that help keep users in the app and the app on the home screen. It all adds up to real success on mobile - and revenues to match.


Tom Farrell
Director of Marketing
Dennis Mink
VP Marketing


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Monday, November 9, 2015 - 2:00pm to 3:00pm EST

Mobile Data: Driving Enterprise Engagement

Now that mobile has firmly established itself as the preferred way consumers want to interact with brands, it’s time for you to be able to capture the data within those interactions. You can now drive business activities from real time data collected within your mobile app. Tailoring communications, promotions and building profiles within multiply business systems is now possible.

Join Urban Airship as they share the secrets to unlocking the power of your app users' engagement. In this webinar you will discover how to utilize the analytics of your app across your organization to best convert engagement to individual customer profiles to sales. Connecting your business systems to help build customer profiles is no longer a dream but a reality.

You will learn:

  • How to capture app user data and share it cross your organization
  • Best practices on connecting your business systems with app data
  • Messaging campaign ideas for new users, active and inactive users
  • Use cases and practical ideas you can put into use in the next 30 days


Michael Richardson
Sr. Director of Product, Co-Founder
Urban Airship
Bill Schneider
Director of Product Marketing
Urban Airship


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Thursday, November 12, 2015 - 2:00pm to 3:00pm EST

Without Accuracy, Mobile Marketing Is Just Guesswork

For marketers, where people are, where they’ve been and where they are going are strong indicators of consumer intent. For consumers, they expect to have what they want and need when they want it. That means that brands have to adapt to meet mobile consumers expectations with right place and time messaging. Using the power of real-time location marketers can finally stop the guesswork and more effectively reach the right people based on the real places they visit everyday to influence where they will go next. In fact, MMA’s SMoX research shared that using creative that feature location messaging and proximity targeting can drive a 40% increase in consumer engagement. However, if the place data isn’t accurate, then it all falls apart. This webinar will discuss the need for foundational accuracy - the combination of precise location data signals and accurate places - to build audiences based on the places people visit and attribute campaign success to store visits.

Attendees of this webinar will learn:

  • The benefits of location-based mobile marketing
  • The variables that lead to location data inaccuracy 
  • The challenges in precise geofencing
  • How to leverage place accuracy to develop location-based audiences and attribution
  • What questions to ask to ensure foundational accuracy for location-based mobile marketing


Monica Ho
Head of Marketing at xAd
Board Member MMA North America & Co-chair of MMA Location Committee


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Wednesday, November 18, 2015 - 2:00pm to 3:00pm EST

How to Align Your Mobile Strategy for Beautiful 1:1 Omnichannel Experiences

Presented by FollowAnalytics and GigaOm Research

In a 2015 survey done by FollowAnalytics and Survata, improving customer experience was cited as the number 1 priority for mobile apps by the 450 brands that responded. Not surprising, as mobile’s unique contextual attributes make it the most intimate channel for creating deep customer relationships.

A key challenge for marketers today is that mobile apps are siloed and not easily connected to existing marketing and customer data systems. When these are united, however, the power of 1:1 personalization can come alive across all your channels.

In this one-hour webinar, we’ll:

  • Outline the key insights from 450 mobile marketing leaders who participated in the survey to helping you understand what they are thinking and doing, and how you compare with your peers across key industries
  • Use case studies that show how Renault, L’Oreal and Voxeet are using best practices to deliver 1:1 mobile communications aligned with beautifully choreographed omnichannel customer journeys

This is something you can’t afford to get wrong. Reserve your spot!



Ed Simnet
Lead Analyst
Gigaom Research
Amy Abascal
Director of Content & Demand Generation


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Thursday, November 19, 2015 - 1:00pm to 2:00pm EST

Create Mobile Apps Customers Will Love by Applying Website Best Practices to Native Environments

Transforming the Static into the Dynamic

Mobile apps have evolved for marketers from being nice-to-have to being front and center of the customer journey and the Internet of Things. So how do marketers keep up with real-time consumer expectations when apps are notoriously difficult for marketers to develop, measure, and maintain as relevant touch points? Similar to the evolution of websites, mobile apps must now become agile and allow for real-time marketing. To stay competitive, enterprise marketers are developing strategies for collecting mobile app data, conducting multivariate testing, and personalizing in-app experiences in as close to real-time as possible.

Join Ensighten Product Marketing Director Karen Wood and other industry experts as they share key learnings from enterprise brands who have prioritized mobile app experiences within their marketing strategy. Learn what’s working for these brands, what hasn’t worked, and discover how the online experience optimization maturity curve can be applied to native apps. 

Key takeaways:

  • Understand how tracking mobile app behavior in real-time is foundational (and achievable).
  • Learn how to apply website best practices to native mobile app environments.
  • Gain tips on integrating mobile app experiences across the entire customer journey.


Karen Wood
Director of Product Marketing


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