The Mobile Marketing Association (MMA) says that the increasingly dominant role of the mobile consumer in marketing strategies will be the key theme that will be addressed at the forthcoming MMA Forum London, which takes place from 4 – 5 October.

Held at the Congress Centre, London, the two-day programme will bring together leading marketers from across the world to share their experiences, challenges, learnings and successes in the mobile channel.

The MMA says the speakers at the forum will focus on how marketers must now learn to communicate with audiences in a one-to-one, tailored way and how they can leverage mobile to do so, taking age, demographic, location and preference into consideration, whilst protecting consumer privacy.

Topics to be covered include:

• Meeting the Challenge of Mobile: Unilever discusses life for a brand in the new mobile era, including the challenges and opportunities
• Switching Channels: La Redoute shares learnings from its transformation from an eCommerce to an mCommerce leader
• Thinking Globally, Acting Locally: Coca-Cola on the challenge of obtaining efficiency and scalability globally, while maintaining local relevance and engagement
• Mobile and Retail: Debenhams explains how mobile has changed the retail environment
• Taking Flight: JetBlue Airways on how mobile is transforming the future of air travel
• Sport Goes Mobile: The National Hockey League (NHL) explains how it has created a league-wide, multichannel, mobile marketing strategy, while maintaining a local and unique consumer engagement experience for each team
• Global Insights on Mobile Adoption and Readiness: Google will share results from two global studies undertaken with the MMA into the mobile readiness of consumers and businesses

“We are delighted with the fantastic line-up of high profile brand executives who will be addressing the current trends and topics in mobile marketing at this year’s forum,” says Paul Berney, CMO and managing director of the MMA in EMEA. “Through their participation in these events, and by sharing their success stories, they help raise the profile of mobile marketing. We created the forum as an arena for sharing best practice, showcasing the value of mobile, and to bring about a shift in marketing that will benefit not just brands but ultimately deliver consumer communications that are perfectly in sync with the way they live today.”

There’s more information about the event here.