MMA Global - Article

The Role of Mobile Advertising in Messaging

No single player can make mobile advertising a success on their own. The deep technical requirements and dynamic nature of the emerging segment require an ecosystem of players. Mobile bandwidth limitations make access QoS a critical issue, thereby making carriers equal partners in the game. At the same time, carrier dominance is a thing of the past. Each player will need to recognize their own value-add and focusing on making it their core business. Trying to cover too many aspects of the eco-system oneself is what creates disproportionate cost structures, which in turn lead to unworkable revenue share demands.

Sowing Seeds: Why Planning for Experimentation in Emerging Media Pays Off

Sowing Seeds: Why Planning for Experimentation in Emerging Media Pays Off Patrick Moorhead | February The debate continues to rage in digital media – is mobile at or near maturity? Is 2008 the year mobile is going to matter? When will ...

Academic Review: Mobile MarketingMessaging via SMS Versus SMTP/Email Channels (iLoop)

Over the last few years marketers have shown an ever increasing interest in reaching out to and communicating with their customers and prospects via the mobile channel, i.e. employing mobile marketing within their marketing mix. Mobile marketing initiatives include everything from simple text messaging alerts (weather, sports, news, horoscopes, etc.) to intelligent real-time interactive sessions between the marketer (brand) and its customers via text messaging, multimedia messaging, Bluetooth alerts, location aware services, voice/IVR, the mobile internet, device resident portals, and much more. Mobile marketing initiatives are discovered by consumers either through Mobile (Carrier On Device Portal, Mobile Internet Sites, etc.) or Mobile Enhanced Traditional Media channels (TV, Radio, Print, In Venue Screen, IVR, etc.). The most common element of any mobile marketing initiative today is text messaging, which is also referred to as SMS; however, after talking with many marketers it is clear that there is some confusion around text messaging and an alterative messaging method--specifically SMTP/Email. This article compares the practice of messaging via the SMTP/Email and SMS channels and highlights which channel should be used for commercial mobile marketing traffic and why.

Just because it’s mainstream, it doesn’t mean it’s boring

Just because it’s mainstream, it doesn’t mean it’s boring An agency perspective on the US mobile marketing industry By Laura Marriott, President, Mobile Marketing Association &nbs...

The Triple Play of Mobile Marketing

The Triple Play of Mobile Marketing by Per Holmkvist, Managing Director, Mobiento The mobile operator has a unique opportunity and responsibility in the mobile marketing value chain. Never before has one player in the marketing value chain ha...