Dear Readers,
Welcome to the August 2007 edition of the MMA’s Mobile Marketing Messenger.
As we ramp up for the Fall season, it
is important to reflect on the growth of our industry over the last 8
months. We have seen more brands engage the mobile channel than ever
before, innovation and creativity is rapidly increasing and the number
of new entrants and venture money being put into the mobile space is
significant.
Mobile advertising continues to a hot topic for all
in the ecosystem. To respond to the growing interest, the MMA is
establishing partnerships with key associations including dotMobi
Advisory Group, GSM Association as well as many other regional and
national organizations. The goal i s to drive the creation of a single
global industry mobile advertising approach – ultimately providing
simplicity of mobile market participation for companies worldwide – and
collectively evangelize these guidelines to the broader industry. The
MMA EMEA and APAC Mobile Advertising Committees are also in the process
of developing guidelines for each region which will be in Fall 2007.
Stay tuned for more.
The MMA will be hosting its Mobile
Marketing Forum in three regions of the world this Fall. On October 9
& 10 we will host MMF EMEA in Barcelona; November 14 MMF NA/Global
in Los Angeles and December 6 MMF APAC in Hong Kong. Please visit http://www.mobilemarketingforum.com/ for more information on these exciting events!
As
always, please do not hesitate to contact us as you begin your mobile
marketing journey or as you continue to drive successes in your
existing initiatives and campaigns. The Mobile Marketing Association’s
success is based on its member’s leadership and contributions. Thank
you for your ongoing support and enthusiasm.
We look forward to seeing each of you soon.
Regards,
Mobile Marketing Association  
|
Each month
the Committee News column will profile the efforts of up to four (4) of
the MMA committee initiatives. For more detailed information on
committee initiatives, please visit the committee pages or the MMA
members only site.
Academic Outreach – International Journal of Mobile Marketing
The MMA (AOC Committee) recently won the 2007 Communication Gold Circle
Award for Outstanding Peer-Reviewed Journal, presented by ASAE &
The Center for Association Leadership. Congratulations to the AOC
Committee, our MMA staff team and our graphics designers, Exray Design
and Mike Barrowman for their excellence. If you are interested in
subscribing to the journal, please contact mma@mmaglobal.com
Consumer Best Practices
The
Consumer Best Practices has recently launched two new
sub-committees: Interactive Voice Response, currently chaired by
Cellfish & mBlox and Marketing to Children, chaired by MTV Networks
& Disney. If you are interested in joining these
sub-committee initiatives to contribute to the development of the
Consumer Best Practices guidelines, please contact committees@mmaglobal.com for more information.
Mobile Advertising
The
EMEA Mobile Advertising Committee will release its Mobile Web
Guidelines in September 2007. Great work by the committee led by
Vodafone and Enpocket.
The NA Mobile Advertising Committee will hold an in-person meeting in Denver
on September 18 to begin work on the next revision of the NA Mobile
Advertising Guidelines, planned for release in November 2007.
The
APAC Mobile Advertising guidelines will be released for public review
in September 2007. Great work by Madhouse on the initial draft.
Short Code Working Group
The
Short Code Working Group The Short Code Working is focused on improving
the short code provisioning process in the United States. In
support of this objective, the committee is conducting a short survey
to MMA members. For a copy of the survey, please contact committees@mmaglobal.com
Recent Committee Releases
Upcoming Committee Releases
Committee deliverables to be released in the coming months include:
- Education
- Introduction to Mobile Coupons
- Mobile Search Use Cases
For more information on all committee initiatives or to participate in any of these groups, please contact committees@mmaglobal.com or go to http://mmaglobal.com/modules/content/index.php?id=326.
|
Academic Review: Relationship
Power Line Enhanced Transaction to Relationship Marketing Continuum and
Insights into the Changing Practices of Marketing
Michael J. Becker, EVP Business Development, iLoop Mobile
Over
the last quarter century there has been an undercurrent of activity
that has affected the direction, role and practice of marketing. The
practice of marketing is going through a metamorphosis. Not
a simple paradigm shift, i.e. a shift in marketing standards and norms,
as many proclaim (Peppers & Rogers 1995; Bejou 1997; Brodie et al.
1997; Gronroos 1997; Zineldin 2000l Watson et al. 2005), but
an Isoquantic shift (Myers 1998). John
Sculley, former CEO of Apple, coined the term Isoquantic shift to
recognize the effect technology is having on business, it refers to
“...a significant technological advancement that dramatically changes
the way people do things and completely re-orients people’s concepts of
how things are done” (Myers 1998, p11). Marketing is
certainly faced with an Isoquantic shift, one that will significantly
change how the marketing function works and what will be expected of it. This
article provides an overview of the drivers behind this shift and
introduces a conceptual model, the Relationship Power Line Enhanced
Transaction to Relationship Marketing Continuum, which can be used as a
framework to ground future discussions on how marketers can respond to
their changing role within an increasingly more diverse market and
points the appropriateness Mobile Marketing practices within this
context.
To view the complete article, please click HERE.
|
How Does Your Mobile Measure? A Few Wireless Whims on Overcoming Mobile Marketing Hype
Written on October 31st 2006, published on www.adotas.com
By Brian Hecht
Used with permission from ADOTAS, Copyright 2007. All rights reserved.
Submitted to the MMA by Kikucall
Just
recently, the population of the United States surpassed 300 million
people. But there’s a number that’s rising even faster than the U.S.
population: it’s the number of mobile phone subscribers. According to
CTIA, the trade association for the mobile industry, that number has
just topped 225 million. That’s 75 percent of the entire US population,
not just adults.
We marketers are having an ever-harder time
reaching a broad audience, as consumers are TiVo-ing and YouTubing
themselves into smaller and smaller slivers. Those mobile numbers are
certainly tempting: there aren’t too many other media that can reach
three out of four Americans. Is the mobile phone — the most personal of
all communication devices — actually the next mass medium? What do
those stellar subscriber numbers really mean for marketers?
For the complete article, see HERE
Privacy Hypocrisy We can dodge the bullet or we can eat it.
By Scott Hornstein
Chief
Marketing Officer, Wired Assets Data Corporation There will come a time
when mobile marketing is a cause celebre and every consumer group is
going to publicly examine our motives and practices. They will look at
our privacy policies first. Their assessment will be equal parts fact
and emotion.
Will our privacy policies pass the test? The consumer gets the only vote. Here’s what they are likely to find:
For the complete article, see HERE
|
MOBILE MARKETING FORUM
Presented by the Mobile Marketing Association
October 9 & 10, 2007, Barcelona, Spain (in partnership with Informa)
November 14, 2007, Los Angeles, USA
December 6, 2007, Hong Kong (in partnership with Mobility World (Beacon Events))
Join
us for the premier event in Mobile Marketing discussing the latest
tips, trends, strategies and case studies for mobile marketing. Mobile,
the hot new channel, always on, always available and everywhere!
Visit http://www.mobilemarketingforum.com/ for additional details!
2007 SPONSORSHIP OPPORTUNITIES
The MMA has released its 2007 Mobile Marketing Forum sponsorship kits. With THREE MORE Mobile
Marketing Forums scheduled for 2007, these events offer opportunities
for budgets of all sizes. To view more, please visit www.mobilemarketingforum.com/.
MOBILE MARKETING DINNER & AWARDS – MARK YOUR CALENDARS!
The MMA will be hosting its annual awards ceremony on November 14, 2007 in Los Angeles.
The MMA is accepting nominations for its Annual Awards program up until September 14, 2007. The Awards recognize excellence in mobile marketing and are presented annually. For more information on the awards submission process as well as awards categories, please visit http://mmaglobal.com/modules/content/index.php?id=119
The MMA is also looking for judges to assist in the review and selection process for the awards program. If you are interested in participating as a judge, please send an email to laura.marriott@mmaglobal.com
MOBILE MARKETING ASSOCIATION – ANNUAL GENERAL MEETING – MARK YOUR CALENDARS!
October 8, 2007 - Barcelona, Spain
November 15, 2007 – Los Angeles, USA
|
The Mobile Marketing Association continues to build its presence in
markets all over the world. The MMA currently has over 450 member
companies in over 42 countries and is expanding membership daily. The
MMA has launched regional chapters in:
- Asia Pacific
- Europe, Middle East & Africa
- North America
The MMA will be launching its Central & Latin America chapter
in late Fall 2007. Laura Marriott will be in
Brazil and Argentina in late September and will be available to meet
with prospective member companies. If you are interested in taking a
leadership position in defining the future of the mobile marketing
industry, contact us today! mma@mmaglobal.com
|
The Mobile Marketing Association distributes our newsletter at the
end of each month - with a content deadline the week before. Please
send your news to Jacqueline Myers, MMA Editor at editor@mmaglobal.com for consideration.
The next content deadline is September 20th for the September 27th newsletter.
Register for our newsletter today by clicking HERE.
Contact Information
Mobile Marketing Association
1670 Broadway, Suite 850
Denver, CO 80202
Office: +1.303.415.2550
Fax: +1.303.499.0952
Opinions
expressed in the Mobile Messenger articles are those of the
authors. The MMA does not endorse trademarked products mentioned
in this publication; their inclusion is solely at the discretion of the
authors.
|
To unsubscribe from MMA mailings, send an email to editor@mmaglobal.com.
The MMA is located at 1670 Broadway, Suite 850, Denver, CO 80202 |
Mobile Messaging Analyst
Purchase the MMA International Journal of Mobile Marketing today!