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| Message from the MMA |
Dear Readers,
Welcome to the August 2008 edition of the Mobile Marketing
Association’s (MMA) Mobile Marketing Messenger.
In August, the MMA has released a number of guidelines for public review including our Mobile Advertising Guidelines and our European Bluetooth Marketing Guidelines.
If your company does not actively participate on these committees, now
is your time to review and comment on the guidelines. Each of the
Guideline documents is planned to be released in October. For any
questions on guidelines, please contact committees@mmaglobal.com.
The MMA has a number of events available for member sponsorship and
participation coming up in our fall program. A highlight of upcoming
events is as follows:
- INmobile.org/MMA Executive Reception at CTIA Wireless IT
September 9, San Francisco
This is an invitation only event.
Sponsorship opportunities available (contact sponsor@mmaglobal.com).
- Mobile Marketing Keynotes & Expo – at Advertising Week
September 25, New York
Speaker, sponsorship and exposition opportunities available (contact sponsornyc@mmaglobal.com).
- Mobile Marketing Forum
Budapest – October 7 & 8
Buenos Aires - October 14
San Diego – November 13
APAC – December – Details to be announced
Speaker and sponsorship opportunities available at all events (contact sponsor@mmaglobal.com).
- Mobile Marketing A-Zs
Pre-MMF Invitation Only Workshop for Brands & Agencies
Sponsored by MMA & Qualcomm
San Diego, November 12
- Mobile Marketing Global Awards Ceremony
November 13, San Diego
Sponsorship opportunities available (contact sponsor@mmaglobal.com).
If you are interested in participating in any of these events, please
contact us today. A wide range of partner events can be found on our Event Calendar.
Another key initiative for our association is our Global Awards
Program. We have announced the Call for Submissions and encourage all
participants in the global mobile marketing industry to submit your
best and most successful campaigns. Nominations are only open until
September 15, 2008 – so get started today! There are also early bird
discounts for MMA members. Details about categories and the submission
process can be found HERE.
For the first time in our history, we will also have awards for each
category in every geographic region. The regional winners will then be
eligible for inclusion in the Global Award winner categories. Submit today!
We look forward to seeing you at one of our fall events.
Regards,
Mobile Marketing Association |
| MMA Committee News |
Each
month the Committee News column will profile the efforts of the MMA
committee initiatives. For more detailed information on committee
initiatives, please visit the committee pages or the MMA members' only
site.
Featured Committee News
- Academic Outreach
Call for Papers: Contribute an article to the next edition of the
International Journal of Mobile Marketing (Vol. 3, No. 2, December
2008). Academics, students and industry professionals are welcome to
submit articles to be considered for publication in the IJMM.
Contributed papers may be academic or editorial in nature.
Get More Information
- Proximity
The Proximity Marketing Guidelines, specifically for Europe, will be
available for public review and comment August 20 thru September 17,
2008. For more information, please contact committees@mmaglobal.com.
- Mobile Advertising
The Mobile Advertising Guidelines are currently available for public
review and comment through September 5, 2008. See the Guidelines
For more information on all committee initiatives or to participate, please contact committees@mmaglobal.com. |
| Hold the Phone! |
Hold
the Phone! will feature articles written by MMA members. Hold the
Phone! will be published on a bi-monthly basis. Please direct
your comments and suggestions to editor@mmaglobal.com.
The Power of the 4th Screen Downunder
By Cameron Wall *, Technical Director, G-nius Mobile Intelligence Pty Ltd
 Finally
the 4th screen is in the hand of almost every Australian over the age
of 12 years. It is a screen that is viewed by more people then cinema,
TV and the Internet put together each day - and it’s very personal.
In a recent US survey 63% of people said they would give up their
wallet before their mobile phone if mugged. The mobile phone is the
fastest growing tech device known to man with 6 million new services
coming ‘on-air’ each month in India alone. |
| Global Research, Publications & Statistics |
Each
month the Global Research, Publications & Statistics section will
aim to feature studies representing the global mobile community.
Research from Nielsen Mobile, shared with the MMA Messenger, shows that
entertainment-themed websites are the most popular with mobile Internet
users in the growing Brazil, Russia, India and China (BRIC) mobile
markets. This stands in stark contrast with the American and European
markets, where information and news draw the most mobile Internet
browsers.
According to a new report out from Nielsen, entertainment, gaming, and
music websites rank among the top 5 categories visited in all four BRIC
countries, but do not have a place among the top US and Europe rankings.
Read the Full Article
| Crisp Wireless Index – June 2008 |
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Mobile web usage has grown significantly in the last quarter,
demonstrated by a 24 percent increase in traffic across mobile web
sites in the Crisp Mobile Publisher Network that are represented in the
Crisp Wireless Index. While the narrow majority of traffic is still
driven from carrier decks, off deck traffic is gaining ground. What may
surprise some is that very little traffic, only 7.51 percent, is driven
from search engines. Traffic driven by search trends higher within
local properties, such as local newspapers and local TV.
Mobile web browsers spend more time and view more pages on sites in
autos, men/sports, TV & entertainment, and online services.
However, sites drawing the highest percentages of visits per unique,
representing greater “stickiness,” are in women’s lifestyle, youth, and
TV & entertainment.
- On sites with an optimized iPhone version, iPhone users generate 31% of the traffic.
- 29.5% of search engine traffic comes from users that searched on the property name (ie. USA Today, Elle, etc.).
- Visits per unique visitor increased 32% from Q4 2007 to Q1 2008 (1.37 Index average in Q4 to 2.02 Index average in Q1)
- Page views per visit decreased slightly from Q4 to Q1 (3.98 Index average in Q4 to 3.96 Index average in Q1)
- Percentage of traffic from search engines increased slightly from Q4 to Q1 (7.30% in Q4 to 7.51% in Q1)
- Total traffic in the Crisp Wireless Index increased by 24% between Q4 2007 and Q1 2008
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Mobile Ad Degree, an educational program developed by Ad Infuse with
cosponsors M:Metrics, InsightExpress and MobiAD News, brings the
industry together to share experiences and learn from each other about
best practices for mobile advertising campaigns. Insights from surveys
of agencies, content owners, brands, mobile operators and vendors at
the recent Mobile Ad Degree events in Los Angeles, San Francisco and
London reveal emerging industry trends that prove mobile advertising to
be an area of increasing interest and growth – and increasing spend.
The mobile advertising industry is evolving in terms of its metrics,
with greater focus on consumer engagement. For instance, brand
effectiveness was considered to be one of the most important metrics in
S.F. and L.A. In S.F., brand effectiveness was found to be the most
important metric for success (73%) and, in L.A., interaction metrics
(66%) were deemed to be as important as click-through rates (66%), with
brand effectiveness at 44%.
Read the Full Report
|
| Articles |
Mobile Personal Touchpoints
John A. Bunyan, Chief Marketing Officer, Comverse
Advertising is evolving, becoming more personal and the mobile phone is
the latest and hottest development in the evolutionary process.
Mobile advertising is drawing intense interest due to its uniqueness as
an intelligent medium that can incorporate time, context,
socio-demographical data and user location that leverages an intimate
and trusted one-on-one relationship with the user. It is also unique in
its ability to meet the user in more than one place.
Educating your Clients on Mobile
By Michael Foschetti, Managing Director, Mobisix
Executives at mobile marketing firms know the intricacies and
possibilities that exist within the industry, because it’s what they
live and breathe every day. However, their clients and prospective
clients are not nearly as knowledgeable about the opportunity because
they are still tied to more traditional media and marketing.
As a result, players in the mobile marketing industry must realize
their obligation to provide education to those key influencers and
decision makers. |
| MMA Events |
|
The Mobile Marketing Forum Series
Join the Mobile Marketing Association at our upcoming Mobile Marketing Forums:
- October 7 & 8 – Budapest, Hungary
- October 14 – Buenos Aires, Argentina
- November 13 – San Diego, USA
- December (TBD) – Singapore
Take advantage of the early bird pricing, visit www.mobilemarketingforum.com today.
Speaker Submissions:
With a proven track record of enticing its audience with pertinent
industry topics and knowledgeable speakers, the MMA brings together
leaders and learners in forums specifically designed to provide insight
into the ever-developing arena of mobile marketing. To nominate a
speaker you feel would contribute to MMA events, please click here to complete the Speaker Submission Form. You can suggest speakers and topics.
Sponsorship:
Event sponsors gain premium exposure with industry leaders and
participants, while increasing their visibility within the mobile
marketing community. Sponsorship is a guaranteed tool to ensure that
your organization gets targeted exposure and participant attention. For
information on sponsoring an event, click here.
Mobile Marketing Awards 2008
The MMA Mobile Marketing Awards are the world’s only global mobile
marketing awards program that recognizes outstanding achievement within
the industry. Do not miss this opportunity to recognize colleagues,
member companies, and industry leaders for their commitment to
excellence in promoting and building the mobile channel!
New Submission Pricing
Early Bird Pricing (ends September 8, 2008)
Members Only: 100USD *
Regular Pricing
Non-members: 150USD*
Members (after September 8, 2008): 125USD*
*Excluding Mobile Marketing Academic of the Year award.
Learn More
Awards will be presented at the MMA Global Awards Ceremony on November
13, 2008 in San Diego.
Submit your nomination by September 15, 2008! For more information, email awards@mmaglobal.com.
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| Sponsored Industry Events |
Connections European Summit Series (Berlin) August 29, 2008
2nd Annual Brand Activation Summit (New York) September 9-10, 2008
ad:tech (London) September 24-25,2008
ad:tech (New York) November 3-6, 2008
Don’t Miss the 2008 Mobile Asia Congress (Macau), November 18-20, 2008
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Use Registration Code MMAMC for a 10% discount!
|
SEE:
Presentations, leading-edge technology products, and business
strategies from players leading the industry. |
EXHIBIT:
Share your market vision and promote your brand to key influencers and
decision-makers. |
NETWORK:
Establish new business relationships with buyers and decision-makers
from influential APAC markets. |
INmobile.org/MMA Executive Reception at CTIA Wireless IT
The MMA will once again partner with INmobile.org to host a reception
at CTIA Wireless IT. The reception will be held on Tuesday, September
9, 2008 in San Francisco at the W Hotel. If you are interested in
sponsoring the event, please email marcom@mmaglobal.com or Adam at azawel@inmobile.org for details.
Note: Last year’s reception attracted 400 of our industry’s top leaders and was heralded as one of the best events at CTIA. |
| Global Highlights |
Local Councils
Local initiatives are key to the ongoing growth and development of the
MMA – and we have long encouraged local members to collaborate to build
the momentum in their market. The MMA is in the process of launching
Local Councils in the UK and India. If you are interested in
participating, please contact membership@mmaglobal.com.
If you are interested in launching a local council and have at least 10
MMA member companies or prospective companies interested, please
contact the MMA at mma@mmaglobal.com.
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| Member Job Postings |
uLocate Communications, Inc.: Partner Marketing Manager (Boston)
2ergo: Project Manager (Arlington, Virginia)
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Purchase the MMA International Journal of Mobile Marketing today!
NOW
AVAILABLE! Volume 3 of the MMA-IJMM. The MMA-IJMM is issued by the MMA
Academic Outreach Committee and contains research and contributions for
academics, industry experts and thought leaders
Order your copy by clicking HERE.
"The
IJMM is, put simply, the must-have publication for those who are not
only planning to launch mobile marketing or advertising campaigns, but
for those who want to see success and profits as a result. In an
industry where today's news is already old, the IJMM provides analysis
and education that is both invaluable and undeniably current."
- Doug Busk, Former VP - Industry Relations, SinglePoint |
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| Our Distribution Schedule |
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The Mobile Marketing Association distributes our newsletter at the end of each month. Please send your news to editor@mmaglobal.com for consideration.
The next content deadline is September 22, 2008 for the September 30 newsletter.
Sign up 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
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