Enough evangelism already, let's get spending.
The new direction will see the MMA concentrate its efforts on what it believes to be the five building blocks of the industry:
* Promoting the channel, abd demonstrating that membership creates a competitive advantage for companies.
* Educating brands, agencies and consumers about the mobile marketing channel
* Creating and developing authoritative measurement, metrics and insight
* Continuing to create and develop guidelines, best practices and standards for planning, purchase and implementation of mobile marketing.
* Managing industry self-regulatory programmes
"In its formative years, the MMA placed great emphasis on helping build a global industry, creating standards and guidelines to support the growth of a new industry," said Federico Pisani Massamormile, the MMA's Global Board Chairman and Interim CEO.
"In many ways, the need to act as evangelists for the mobile channel has evolved into to a need to get brands and agencies to increase spend on a channel they're now aware of. Marketers understand the need to include mobile in their plans, but still need support to find the right role for mobile in the marketing mix. We aim to make mobile an indispensable part of the marketing mix."
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