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MMA expands definition of mobile marketing

The Mobile Marketing Association updated its definition of what constitutes mobile marketing to include more than just advertising or marketing to people over a mobile device. The new definition as much as anything points to the huge growth potential of communicating with customers and prospects via the mobile channel, and speaks to the beginning maturity of the sector.
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 any mobile device or network.
“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 MMA President and CEO Mike 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.”
Specifically, the phrase “set of practices” includes more than marketing and advertising, and encompasses a wide variety of activities, including customer relationship management, loyalty programs, direct response campaigns and the like. The word “engage” has been expanded to mean “push” and “pull” activities to try to reach customers and prospects.
The MMA opened its fall event today in Los Angeles.

ABOUT AUTHOR

Tracy Ford
Tracy Ford
Former Associate Publisher and Executive Editor, RCR Wireless NewsCurrently HetNet Forum Director703-535-7459 [email protected] Ford has spent more than two decades covering the rapidly changing wireless industry, tracking its changes as it grew from a voice-centric marketplace to the dynamic data-intensive industry it is today. She started her technology journalism career at RCR Wireless News, and has held a number of titles there, including associate publisher and executive editor. She is a winner of the American Society of Business Publication Editors Silver Award, for both trade show and government coverage. A graduate of the Minnesota State University-Moorhead, Ford holds a B.S. degree in Mass Communications with an emphasis on public relations.