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There is no doubt that mobile presents the greatest transformation in consumer behavior that we will experience in our lifetimes. But what is its impact on business outcomes?
The Mobile Marketing Association (MMA) initiated an industry wide, never-before-executed, research program (SMoX) to address these critical questions and help marketers fully leverage mobile to both innovate and drive business growth.
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.
This Guidance Report summarizes the work the MMA Mobile Native Advertising Committee has developed over the course of the past year. It includes the definitions, formats, research on effectiveness and then concludes that certain basic, best practices can go a long way towards improving the efficacy of all the MMA mobile native ad formats. MMA Mobile Native Advertising Committee members have collaborated to share their learnings on what makes a native ad fit in with a publisher’s environment, and yet stand out to a user.
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.
As part of a larger ongoing strategy for the MMA to provide the most comprehensive resource for marketers on how best to implement effective mobile marketing campaigns, the MMA EMEA in collaboration with Millward Brown have analyzed the MMA Smarties EMEA shortlist and published a Mobile Creativity Report. In this report, we discuss:
What differentiates good from great mobile creative?
How can brands take advantage of the future mobile video advertising opportunity?
Consumers carry their mobile devices anywhere and everywhere, presenting an opportunity for brands to connect and communicate with their customers. Marketers are always striving to reach and connect with their audience on mobile, creating and cultivating a unique brand experience for their customers.
Mobile engagement is the act of engaging a user through available messaging channels inside and outside of an app. Companies use mobile engagement to deliver positive brand experiences, support their business goals and build valuable, long-term relationships. Engagement typically starts the moment a user downloads your app. Showing users your app’s value from the very beginning is essential to building a long-term relationship that keeps them coming back.
Marketing has changed. Your customer is in control; you are not. Businesses must adapt to this new reality.
Traditional marketing and advertising have reigned for decades, but they are no longer the only way, or even the best way, to reach your customers today. Today’s consumers don’t want advertising hijacking their attention. They want effortless experiences served up to them, guiding them through daily life and solving their problems. They want magic.
As the mobile industry rapidly adopts location technology in all its forms, The Mobile Marketing Association has released, “Understanding the Beacon Proximity Landscape,” the latest update from their In-Store and Beacon Working Group. The paper defines the beacon ecosystem and outlines the opportunities and challenges facing each stakeholder within that system—giving particular attention to consumers and the privacy imperative.
Successful advertising is noted for standing out, clear and distinct from your competition. But this goes against the very nature of native ads, which are all designed to “fit in”. The notion that advertising must grab attention raises a pertinent question in the mind of every marketer who plans to go native - will it really deliver on its lofty promises? The answer lies in truly understanding the intent behind native advertising, and then implementing it the right way.