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Mobile Marketing Association Switches Focus From Tech To Brands

The Mobile Marketing Association (MMA) has changed tack, switching its mission statement away from technology and more to encouraging the innovative use of mobile among brands. Although mobile ad spend rocketed 95% to hit GBP1bn last year, brands are not yet convinced of the channel's ability to engage consumers, Marketing Week reports. So the MMA has launched a new Web site to communicate the benefits of mobile and encourage marketers to use the channel in more innovative ways, backed up by a best practice guide.

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