Kyle-Beth Hilfer to Speak at GSMI’s 2011 Mobile Marketing Strategies Summit in San Francisco — April 26.

Kyle-Beth Hilfer will speak on “making your mobile promotions effective and compliant” at GSMI’s 2011 Mobile Marketing Strategies Summit. Presenting with Jennifer Cohen of Something Creative, LLC, Kyle-Beth will address the legal issues of mobile marketing and working collaboratively with a brand’s marketing team to ensure a successful mobile promotion.

Kyle-Beth will address goal setting as a key part of the communication between the legal and marketing teams.  Is marketing trying to generate a database of customers? Are it driving traffic to their website location? Different goals open the door to different legal issues. If legal counsel clearly understands the marketing goals, it can better protect the client and still create a positive ROI for the brand.

In addition, Kyle-Beth will tackle the thorny issue of how to obtain a proper opt-in from a consumer so that a brand can communicate with that consumer on her mobile device. Mobile marketing differs from other marketing strategies because it requires an affirmative opt-in by the consumer. In addition, the opt-in must be specific in nature in order to pass legal muster. Kyle-Beth will present guidelines for legal compliance in this area.

In the next part of the presentation, Kyle-Beth will educate the audience about prize promotions  on mobile devices to meet the standards created by lottery and gambling laws. The complex analysis includes how to structure the promotion to render it legal, how to advertise and promote the game keeping in mind the space limitations on a mobile device, and how to direct the flow of text messaging to mobile devices. She will also address fulfillment issues, disclosure issues, and partnering with other social media platforms.

This workshop will be a hands on program for marketers to help them navigate the legal issues in mobile marketing.

If you have any questions about legal issues in mobile marketing and cannot attend the GSMI Summit later this month, please contact Kyle-Beth directly.