Integrating mobile into the marketing mix
September 14, 2010 in -e.mobile
The Mobile Marketing Association has repositioned itself to move beyond its role of creating standards and guidelines a new industry.
“In many ways, the need to act as evangelists for the mobile channel has evolved into to a need to get brands and agencies to increase spend on a channel they’re now aware of,” says Federico Pisani Massamormile, the MMA’s global board chairman and interim CEO. “Marketers understand the need to include mobile in their plans, but still need support to find the right role for mobile in the marketing mix. We aim to make mobile an indispensable part of the marketing mix.”
The revamped MMA will concentrate its efforts on five building blocks of the industry:
Promote the channel, the industry and individual member companies to brands and agencies in order to create more commercial opportunities for its members
Educate brands, agencies and consumers about the full scale and scope of the mobile marketing channel
Measure by creating and developing authoritative measurement, metrics and insight into the size, growth, trends and effectiveness of mobile marketing.
Guide by continuing to create and develop guidelines, best practices and standards
Protect the opportunity by representing the industry before regulators and legislators and by managing industry self-regulatory programmes
“The MMA recognizes that the mobile marketing industry has evolved and therefore have refocused our efforts to meet member demands,” said Paul Berney, MMA CMO and managing director for EMEA.”This refocus on the five building blocks gives us greater clarity around the products and services we need to provide members to support them and to provide even more benefits.”
The MMA is faced with an unenviable task because mobile transcends all other media. Other industries have their own standards bodies and associations to develop and safeguard the practices of the channel