The MMA has historically approached messaging as an essential component of smart mobile marketing.
Over the last ten years, messaging has evolved from being the centerpiece of a brand’s mobile efforts to becoming an important, but often hard to implement and integrate, component of an overall mobile marketing effort. We think the time is now for approaching the messaging opportunity as part of a more holistic approach to mobile marketing, and coming at it from an enterprise angle may be most productive. And while the enterprise orientation holds great appeal, the emergence of Rich Communication Services (RCS) deserves more immediate attention.
The group is preparing a three-part paper, and follow-on webinar, that will explore what RCS is, what the consumer value proposition represents and what are some of the unique and exciting use cases that RCS enables vs. SMS. The paper is due in December 2017, and the webinar will be held in early 2018.
Our going in assumption about the direction of an enterprise messaging program includes:
- Educate brands on the impact, importance, and effectiveness of mobile messaging
- How to budget and resource around messaging initiatives
- Encourage on-going collaboration with MMA to make mobile messaging a strategic priority in the executive boardrooms and leading marketing agencies.