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.