- - Sunday, April 27, 2014

Among summits on the future of digital technology, the Venture Beat Mobile Summit must be considered one of the most important.

Held April 14-15 in Sausalito, Calif., Venture Beat brought together 180 CEOs, advertising executives, web developers and others to discuss the opportunities and challenges in mobile marketing.

Companies as diverse as BMW, Lowe’s Home Improvement and Farmers Insurance are increasing spending for mobile marketing campaigns with the aim of increasing revenue in the “Wild West” atmosphere of the Internet. Venture Beat allowed them and others to kick around ideas and debate key issues in the industry, as consumers make greater use of mobile apps.

“Farmers Insurance believes we have to be on the cutting edge of technology, so we are,” said Quinn Banks Sr., a mobile marketing manager for the insurance company.

And in his keynote address, Sean Bartlett, Lowe’s director of digital experience, displayed a new app that will facilitate customers’ use of services in the company’s stores.

In bringing together competitors, collaborators and cross-industry counselors, Venture Beat showed that success on the mobile platform requires a clear understanding of what users want, who advertisers reach and how to keep consumers engaged.

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