MMA Unveils New Definition Of 'Mobile Marketing'
by Joe Mandese,
Nov 18, 2009, 7:45 AM
The Mobile Marketing Association Tuesday released revisions to its 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 any mobile device or network."
While that redefinition may not seem all that earth-shaking, the MMA said the significance of it "likes 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."
And 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").
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Nice, concise article, like you'd expect in mobile marketing.
The new definition is quite expansive. I think this makes sense given the shift toward mobility so many marketing channels are experiencing. A mobile device is uniquely positioned to offer a transferable identity across multiple channels. One device to rule them all if you will.
Agreed. The article is concise and to the point. But do we really need the MMA to tell us when we're attempting to reach consumers by way of a mobile device? Perhaps the MMA could work on making mobile marketing easier to do rather than easier to say?