Education

The Mobile World Congress (MWC) has proclaimed this year marks the start of a new era. One in which connectivity will reign, ensuring instantaneous access to contents, people, and “things” via smart devices. We hope you like the insights we brought back as the MWC proves that mobile technology is blood, fuel, and connector for all businesses we know and for the new ones to be created in the next few years.​

Developed to help marketers get ahead of the curve in securing, organizing and managing quality data. Most researchers, marketers, and analytics people are not data architects, so this guide ensures that the team understands the data assets it will take to be successful with MTA. Specifically, the guide:

• Provides a section-by-section explanation of considerations that should be taken in the MTA data planning process
• Defines data asset types and relational structures
• Defines linking of different types of data

• What the top mobile signals are for branding, by vertical.
• What signals marketers are employing, based on KPIs.
• How the purchase funnel really works. (Hint: It’s not a funnel.)
• What marketers feel is their biggest challenge when it comes to leveraging data to improve marketing performance.

When four hundred marketers, representing $66 billion in media spend, come together to discuss marketing in a mobile world, there are bound to be some major learnings, and that was the case at the Mobile Marketing Assocation’s Marketing Leadership Forum, which was held on May 10 - 11, 2016 at the Crowne Plaza Times Square.

As the mobile phone has emerged as the single most personal means with which to communicate, the day’s speakers underscored that mobile as a marketing platform has to be equally personal, providing users with messaging that is meaningful, appropriate, relevant and contextual.

Bridging The Digital & Physical Worlds To Boost Your Marketing Effectiveness

In Volume 2 we explore how location data and context are coming together to enhance the entire marketing cycle. The way is clear for marketers to harness mobile — and the location context data and insights it offers —to build better audience profiles and bridge the digital and physical worlds. Let this e-book be your guide to architecting the strategies that will allow you to drive positive results for your company and great experiences for your existing and new customers.

Developed by the MMA in partnership with Millward Brown, the 2015 Global Smarties Trends Report cross-references case studies from MMA’s Global Smarties and Cannes Mobile Lions finalists (as well as those on the short list) to delineate shared characteristics and identify key trends.

Each year it reviews the winning roster across these two coveted awards programs to identify emerging, effective mobile marketing trends and share with the industry what makes the winning work so remarkable.