A step-by-step guide for marketers to leverage the power of mobile in the marketing mix
New York, NY, August 6 2014 —
The Mobile Marketing Association (MMA), the leading global trade association for the mobile marketing industry, in partnership with adidas, a global leader in the sporting goods industry, today announced the release of The Mobile Marketing Playbook
. Created as a tool for brands and agencies, this resource aims to explain when, where and how companies can consistently use mobile around the globe as core to their marketing efforts. The playbook also provides insight on how marketers can understand the impact mobile has in the marketing mix.
“Mobile is inarguably the most global medium that marketers have in their arsenal today. Ensuring consistency in brand messaging and a consumer’s brand experience around the world is no small task for marketers,” said Sheryl Daija, Chief Strategy Officer of the MMA. “Collaborating with a respected global brand such as adidas has allowed us to keep this valuable tool grounded and focused in real world application and helps to ensure that the insight and guidance included in the playbook is practical, easily applicable to real strategies and accessible to all marketing team members.”
The Playbook takes marketers through the process of mobile strategy development from start to finish. It provides best practices around mobile executions, ways to leverage the myriad mobile vehicles, insights into mobile creative effectiveness and how companies can effectively measure and optimize mobile. Aiming to demonstrate to marketers the versatility of mobile as a marketing channel, the document provides a consistent resource to educate marketing organizations locally, nationally and globally.
“The Playbook is our guide to help establish test and learn priorities, build best practice guidelines and, perhaps most importantly, to ensure our global approach to mobile is consistent,” said Victoria Havens, Global Senior Manager, Mobile, adidas. “It allows our entire brand to fully grasp the power of mobile, making it an integral part of the marketing mix. We felt the creation of such a document will further drive the development of the mobile marketing industry and are delighted to work with the MMA to launch this resource as we share it with the industry at large.”
The collaborative insight from the MMA and adidas provides an indispensable tool to aid strategic discussion, creative thinking and successful marketing campaign execution. Filled with case studies from the MMA’s over 450 case study hub as well as insights from the recently launched Mobile Creative Framework, the Playbook provides a foundation for brands to catapult their mobile efforts and gain a competitive edge.
In order to continue to address the ever-changing needs of and challenges faced by marketers, the document will be regularly updated to reflect shifts in consumer behavior, mobile trends as they are introduced, and innovations that are continuously being developed through and with mobile.
To inquire about becoming a member of the Mobile Marketing Association and/or creating your own customized version of The Mobile Marketing Playbook, please contact [email protected]
About the adidas Group
The adidas Group is a global leader in the sporting goods industry, offering a broad portfolio of footwear, apparel and hardware for sport and lifestyle around the core brands adidas, Reebok, TaylorMade, Rockport and Reebok-CCM Hockey. Headquartered in Herzogenaurach/Germany, the Group employs more than 50,000 people across the globe and generated sales of € 14.5 billion in 2013.
About the Mobile Marketing Association (MMA)
The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving the innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for the marketing organizations through fostering know- how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocacy. Additionally MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development.
Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. Members include, American Express, AdChina, Colgate - Palmolive, Dunkin’ Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L’Oréal, MasterCard, McDonalds, Microsoft, Mondelēz International, Inc. Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia and many more. The MMA’s global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC). For more information about the MMA please visit www.mmaglobal.com
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