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from velti ceo, alex moukas

Velti CEO Alex Moukas, will be participating in the first advertising session of the Mobile World Congress entitled Mobile in the Marketing Mix: Does having an app count?

• DATE: Tuesday, February 28
• TIME: 2:00 pm - 3:30 pm
• LOCATION: Hall 5, Auditorium 3

Mobile has the potential to be all things to all men when it comes to advertising. Big screens and fast networks mean mobile could compete for eyeballs with TV and movies; search puts it up against the fixed internet; SMS and messaging are possible replacements for direct mail. But is such a blanket approach the right one? What is the 'right' use of mobile in advertising? Does the contextual nature of mobile actually mean that we should be talking about marketing, not advertising?

This session will ask how mobile should fit into a brand's cross-platform marketing strategy. It will consider how we should conceptualize mobile, whether in terms of its potential to create a short-term splash or to build and support long-term consumer engagement.