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Join us at the VB Roadshow in San Francisco to hear how Pinterest, Zillow, and Glassdoor are making mobile marketing work on May 19, The Village (all proceeds to charity — free VB Insight research report for all attendees)

The very nature of mobile’s continuous, location-based paradigm creates a distinct pattern shift for marketers who wish to do targeting — in what format, at what time and location, and why the engagement even occurs in the first place. A few years ago, the formula for hitting the “who, what, where, why, when” was relatively straightforward. Marketers prioritized customer segments in predefined channels, created messaging related to marketing campaign, and delivered those messages either to promote a product or react to a customer need.

Mobile is very different. Mobile is a continuous experience.

Mobile marketers must target individuals to be successful. Good mobile marketers create personalized content for those individual users based on a wide variety of behavioral and demographic attributes. The engineering work that goes into building such an experience is costly and rarely fits into typical release sprints.

According to Adobe’s annual mobile maturity study, more than 89 percent of IT respondents claimed that mobile is IT’s responsibility — whereas nearly 50 percent of marketers said mobile belongs to them. Mobile’s pervasive growth is becoming a top priority for businesses in every category. That means it’s also creating demand for faster, continuous development cycles that challenge traditional IT infrastructure and development methodologies.

IBM Mobile IT Marketing

Engineering is typically focused on the early stages of the app: “How will we develop and deliver a great app in a cost-effective way?” Marketing wants to deliver a great brand experience — with mobile as a core functional channel in that experience.

There’s a disconnect.

The rise of devops has been documented for many years in IT. It’s more than just a methodology for getting stuff done. It’s a must-have skill set for any modern programming team hoping to collaborate to build and scale effectively.

A similar phenomenon is happening in other functional areas of the business — a sort of connective tissue for finance, marketing, sales, service, and even HR. Cue the rise of BizOps, or business operations. The mobile product manager is at the center of this business operations revolution for mobile-first companies, and the ways they navigate engineering tradeoffs for customer experience priorities is going to be absolutely critical in building a successful, scalable mobile program.

Join us on May 19 in San Francisco, where top mobile product executives from Pinterest, Zillow, and Glassdoor go deep in the trenches of this new paradigm and reveal what makes them successful.

The Details

Who should attend?

High-level mobile marketers, growth executives, and product managers. (This event is brought to you by our friends at Taptica, who had no influence over the study we’ll be giving away to attendees or its findings. Proceeds from the evening benefit Sleep Train Foster Kids).

Register now.



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