MMA: “The Human Connection and Purpose Driven Strategies are at the Forefront for Top Mobile Marketers” | MMA Global

MMA: “The Human Connection and Purpose Driven Strategies are at the Forefront for Top Mobile Marketers”

December 3, 2015
2015 Global Smarties Trends Report reveals a pronounced “relationship” thread in MMA Global Smarties Awards & Cannes Mobile Lions winning work
(NEW YORK, NEW YORK) December 3, 2015 – The Mobile Marketing Association (MMA), the leading global trade association for the mobile industry, announced today the release of the 2015 Global Smarties Trends Report. As a retrospective of this year’s best work and most notable mobile strategies, the report reveals a clear and persistent focus by mobile marketers on deepening human relationships and leveraging the best that mobile has to offer to do so.
“In our analysis of this year’s winning campaigns from the MMA Smarties Global Awards and Cannes Mobile Lions, there was a consistent trend of marketers using mobile to spark real, human connections—brands using the directness of the mobile channel to demonstrate a deep commitment to their consumer relationships,” said Sheryl Daija, Chief Strategy Officer, MMA. “From something as powerful as driving social philanthropy to as logical (yet meaningful) as ensuring the mobile utility is an extension of a consumer’s life, we saw a real follow-through on values across the industry’s very best work.”
Background on the Global Smarties Trends Report
Developed by the MMA in partnership with Millward Brown, the 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.
A Closer Look at 2015 Winning Work
While the report indicates that the prevailing theme in 2015 was purpose-driven strategies “rooted in human need,” it also states that the industry clearly has realized the importance of following certain principles and utilizing key tactics to deliver on this proposition. In summary, these successful tactics include enabling two-way conversations, to allow for customization and personalization—as well as keeping a strong focus on social tools. Executions that support interactivity or co-creation and encourage active participation as well as sharing seal the deal. The report also highlights that even the best mobile-led campaigns take an integrated approach, skillfully leveraging other channels.
In addition to the marketing trends indicated across this year’s winners, the report shares observations on the state of innovation, in general. Virtual and Augmented Reality, the Internet of Things and the more creative use of Vines and micro-video within storytelling on the platform are other emerging trends of note.
“Looking at this year’s winners,” says Joline McGoldrick, Vice President of Research, Millward Brown, “we see brands stepping outside themselves to connect on a human—and often a philanthropic—level by leveraging new experiential and immersive innovations. These advances allow brands to get closer and deliver more personalized content to their audiences than ever before.” 
Download: 2015 Global Smarties Trends Report
Register: 2015 Global Smarties Trends Webinar, 2pm-3pm ET, Jan 12, 2016
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, AT&T, Colgate-Palmolive, Dunkin' Brands, Facebook, Ford Motor Company, Foursquare, Google, Group M, Hewlett Packard, Hilton Worldwide, iHeartMedia, Johnson & Johnson, Kellogg Co., MasterCard, McDonalds, Mondelez International, Inc. Pandora Media, Pinterest, Procter & Gamble, Razorfish, R/GA, Starcom Worldwide, The Coca-Cola Company, The Weather Company, Unilever, Visa, VEVO, Vodafone, Walmart, xAd 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