"As companies look to expand their closed-loop automation, the mobile channel stands out as a new frontier. Mobile marketing on its own can be invasive, but integrated within a larger marketing campaign mix can ensure that customers are drawn in. This presentation will focus on how mobile marketing should be used in the larger context of a campaign. Discover how firms can employ closed-loop marketing techniques in the mobile channel while incorporating traditional channels to track customer response for actionable data. Insights will be supplemented by cutting edge examples of mobile marketing by EMI Music.

Attendees will learn to:
• Track prospect response to mobile communications for actionable marketing data
• Manage customer sensitivities toward mobile marketing communications through customer database tracking
• Combine mobile with traditional channels to effectively interact with customers"