Learn the Latest Trends in Mobile and Local Optimization

Learn about the latest expert advice on mobile and local marketing, including how-to guides to using QR codes, taking advantage of local SEO methods and focusing on geo-targeting, smartphone apps, and approaches for marketing to consumers on-the-go.

Wednesday, November 5

Check out these sessions on Mobile and Local Optimization, or view the full agenda:


How To Leverage Customer Experience to Connect with Digital Natives in a Mobile World

Soon, virtually everybody will have mobile phones or tablets with high-speed broadband data connections that are faster than any thought possible. Super-connected Digital Natives are and will increasingly expect companies to provide excellent customer experiences and easy access to product answers immediately. Unfortunately for companies, the reality is that only 1 out 25 consumers will communicate this expectation. Consumers want their mobile phones to provide increased utility and convenience. Gone will be the days when companies can send emails saying they will get back to you in 24 hours. Consumers want it faster, better and easier. Companies can leverage this trend by improving the customer experience to ensure that the digital natives spread positive messages about their experiences.

In this session, participants will learn:

  • How Alcatel-Lucent is working with telecom providers to provide better customer experiences.
  • How you can evaluate your product strategy development to make sure that you properly address the customer experience and the social community experience.
  • Examples of companies that are flipping their product offering upside down to align with customer needs.
  • How to change your mind set to align to customer experience needs.
  • Moderator:
    Carolyn Shelby, Director of SEO and SEM, Tribune Publishing
  • Speakers:
    Olivier Sartor, Vice President Account Services and Social Media, Nowspeed
    Cassidy Shield, Vice President Marketing, Platforms Division, Alcatel-Lucent

Be Where Your Customers Are

Advertise on Yahoo to reach the right customers. Every day, millions of people visit Yahoo to search for things, read the news, and check email, sports scores or stock quotes. You can reach the right ones for your business with ads available through Yahoo Gemini. Our solution for mobile search and native advertising dynamically builds your ad to be delivered to the right audience. In our session, our product experts will walk you through how to get started. We'll also provide the top ad best practices to get the biggest return on your investment.

  • Speakers:
    Nitin Kumar, Senior Director of Client Services, Yahoo
    Anjali Vaidya, Senior Manager of Ad Strategy, Yahoo
sponsored and presented by Yahoo

The Future of Customer Engagement with Location Based Marketing

Location for a business is a treasure trove of data, often captured from current WiFi, beacons, and other interactive data points or sensors. Capturing local data, measuring local traffic, even divining Local Intent, are all on the roadmap for businesses large and small.

The LBS market is now being forecast to be almost $50Bn by 2019 and marketing professionals and business executives alike need to understand its reach, impact and capabilities to deliver real value.

This session will focus on the emerging Location-based capabilities and how those are being leveraged to deliver innovative new opportunities and business models in various industries. Attendees will learn the steps that every business can take to incorporate LBS marketing into its mix in addition to hearing details of various interesting and innovative use cases that are starting to emerge across the globe.

Key takeaways include:

  • How does LBS work and how is it being used to deliver innovative business models and revenue generation to various industries.
  • How are engagement strategies evolving and how can they be maximized to deliver personalized content directly to the clients' devices.
  • Case study demonstrating the above mentioned innovative marketing capabilities
  • Speaker:
    Brendan O'Brien, Director Global Marketing, Cisco

Dominating the Local Ecosystem: Trends, KPIs and Ranking Factors

Wondering how to leverage your local presence amongst all these updates in the search world? Search is an ever-changing environment and your local strategy should stay up to date with the most current changes. This session will discuss the latest trends and updates and how to optimize your local listings. It will cover important topics and factors crucial to your success in the local domain including:

  • Trends and updates - Pigeon update: What, How, Results
  • Local ranking factors
  • Most crucial KPI for success in the local ecosystem
  • Who are the most important partners dominating 90% of the local ecosystem
  • Speaker:
    Benu Aggarwal, Founder & President, Milestone Internet Marketing
    Richard Mastriani, Director of SEO, Wyndham Hotel Group

See the Full Agenda