MMA Updates Definition of Mobile Marketing | MMA Global

MMA Updates Definition of Mobile Marketing

November 17, 2009

Expands Scope to Include Current Technologies and Practices that Enable Organizations to Communicate and Engage with their Audience through Any Mobile Device or Network


The Mobile Marketing Association (MMA), the premier global non-profit trade association established to lead the growth of mobile marketing and advertising and their related technologies, today announced a significant revision to the definition of Mobile Marketing.

The new definition is: Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through and with any mobile device or network.

The crux of the new definition lies in two parts of its taxonomy:

  1. The “set of practices” includes “activities, institutions, processes, industry players, standards, advertising and media, direct response, promotions, relationship management, CRM, customer services, loyalty, social marketing, and all the many faces and facets of marketing.”
  2. To “engage” means to “start relationships, acquire, generate activity, stimulate social interaction with organization and community members, [and] be present at time of consumers expressed need.” Furthermore, engagement can be initiated by the consumer (“Pull” in form of a click or response) or by the marketer (“Push”).


According to Mike Wehrs, President and CEO of the MMA, the new definition more accurately reflects the evolved nature and current capabilities of Mobile Marketing.

“Mobile Marketing involves a wide range of practices, and this definition clearly encompasses all of its different variations to properly convey the true power of the medium,” said Wehrs. “The new definition will help frame the activity range broadening the market overall around Mobile Marketing and encourage our ‘ecosystem’ to engage at every level.”

The defintion task force included: Michael Becker, MMA North American Director and Global Vice Chairperson, founder and VP Strategy, iLoop Mobile; Mike Wehrs, CEO, MMMA; Jack Philbin, founder & President, Vibes; Maria Mandel, Senior Partner - Founder & Executive Director, Digital Innovation & Digital Lab NA, Ogivly.


As part of the MMA’s efforts toward sustainable growth in mobile marketing, the updated definition benefits both MMA members and consumers. This initiative creates continuity among all stakeholders using the mobile marketing channel to reach their audiences, while protecting consumers through industry best practices and established mobile media guidelines.


A task force of MMA board members led the initiative to update the definition, circulating the revisions to all regional board members to ensure relevance and appropriateness on a global scale. After careful review and collaboration, the MMA updated the definition for the benefit of the worldwide mobile marketing community.


November 17, 2009


The Mobile Marketing Forum, the world’s largest mobile marketing event, in Los Angeles


The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and advertising and their related technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing more than 40 countries around the globe, include all members of the mobile media ecosystem. The MMA’s global headquarters are located in the United States and it has regional chapters, including North America (NA), Europe (EUR), Latin America (LATAM), Middle East & Africa (MEA) and Asia Pacific (APAC) branches. For more information, please visit