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The State of Mobile Marketing in Asia Pacific report published by Econsultancy and the Mobile Marketing Association Asia Pacific (MMA) takes a close look at how APAC organisations and agencies are responding to the ever-expanding reach and importance of mobile.

The research, which is accompanied by country-specific presentations for Australia, China, India and Singapore, looks at the extent to which companies are committed to mobile, the channels and technologies they are using, and the challenges they face in improving their capabilities in this area.

Released: 
December, 2014
Education Section: 
SMoX: Making Marketing Work Harder with Mobile

With the ever-increasing pressure on marketers to achieve increased profitable growth and a laser focus on their bottom line, the need to understand the impact of their marketing and which part delivers the highest ROI is critical. At the same time, as mobile investment is increasing at the fastest rate of any media, there is an urgency to understand the ROI specific to mobile marketing. There is a need to understand the way in which advertising tactics work similarly or differently from other advertising in other media.

Released: 
March, 2015
File Size: 
471 KB
Education Section: 

Text Marketing – marketing via the messaging channel – provides the connective tissue between the physical, digital and traditional experiences a consumer has with a brand. Without a defined mobile messaging strategy in place, the brand’s ability to engage with the connected customer will take significantly longer to mature.

Released: 
March, 2015
Education Section: 

In 2014, big brands from Kraft to MasterCard have announced plans to shift up to 100% of their media budgets to programmatic. And they are not alone. According to MAGNA GLOBAL’s recent Programmatic Forecast, global programmatic spend will reach $21B in 2014 and more than double to $53B by 2018. Pervasive consumer use of mobile devices is a key driver behind the rapid growth of programmatic. Crossdevice identification, the rise of programmatic TV, the ad fraud battle, and evolution of the media supply chain (i.e.

Released: 
March, 2015
Education Section: 

Native advertising offers the promise of increased engagement in mobile marketing, but inaccurate perceptions threaten to stall this new format before it has the chance to take off. Heading into 2015 reports indicate that 89% of marketers are at least beginning to adopt native advertising, but only 37% report that they have a defined native advertising plan. In 2014 native advertising spend on social media sites alone is expected to reach $4.0B, a 122% increase over 2013.

Released: 
March, 2015
Education Section: 
Released: 
March, 2015
File Size: 
864 KB
Education Section: 
The Smarties 2015 Official Submission Kit
Released: 
February, 2015
File Size: 
475 KB
Education Section: 
The MMA Asia-Pacific Yearbook 2014

This second annual Yearbook of the Mobile Marketing Association Asia-Pacific takes you from a ‘30,000 feet’ overview of global trends right into the trenches of mobile marketing campaigns in each country. The Yearbook includes 25 thought-provoking articles and case studies, country snapshots from across the region, profiles of the MMA leadership and membership, and comprehensive data sets. Geo-targeting, O2O synergy, native advertising, cross marketing, mobile creatives, messaging conversations, mobile-only strategies and professional accreditation -this Yearbook has it all!

Released: 
February, 2015
File Size: 
5.6 MB
Education Section: 

Produced by the MMA NA Location Committee Audience Working Group, this white paper shares how major brands are using location data for more effective audience targeting. Titled, "Using Location for Audience Targeting", the paper reveals how user location and place data is evolving from a tool used primarily for "in the moment' targeting, to an essential component in the creation of accurate audience segments. Please read the full press release here.

Released: 
February, 2015
Education Section: 
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Released: 
December, 2014
Education Section: