MMA Updates Definition of Mobile Marketing

LOS ANGELES, Nov. 17 /PRNewswire/ –

    What:   The Mobile Marketing Association (MMA), the premier global non-
            profit trade association established to lead the growth of mobile
            marketing and advertising and their related technologies, today
            announced a significant revision to the 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.

            The crux of the new definition lies 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."

               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").

    Who:    According to Mike Wehrs, President and CEO of the MMA, the new
            definition more accurately reflects the evolved nature and
            current capabilities of Mobile Marketing.

            "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 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."

    Why:    As part of the MMA's efforts toward sustainable growth in mobile
            marketing, the updated definition benefits both MMA members and
            consumers. This initiative creates continuity among all
            stakeholders using the mobile marketing channel to reach their
            audiences, while protecting consumers through industry best
            practices and established mobile media guidelines.

    How:    A task force of MMA board members led the initiative to update
            the definition, circulating the revisions to all regional board
            members to ensure relevance and appropriateness on a global
            scale.  After careful review and collaboration, the MMA updated
            the definition for the benefit of the worldwide mobile marketing
            community.

    When:   November 17, 2009

    Where:  The Mobile Marketing Forum, the world's largest mobile marketing
            event, in Los Angeles

    About:  The Mobile Marketing Association (MMA) is the premier global non-
            profit trade association established to lead the growth of mobile
            marketing and advertising and their related technologies. The MMA
            is an action-oriented organization designed to clear obstacles to
            market development, establish mobile media guidelines and best
            practices for sustainable growth, and evangelize the use of the
            mobile channel. The more than 700 member companies, representing
            more than 40 countries around the globe, include all members of
            the mobile media ecosystem. The MMA's global headquarters are
            located in the United States and it has regional chapters,
            including North America (NA), Europe (EUR), Latin America (LATAM),
            Middle East & Africa (MEA) and Asia Pacific (APAC) branches. For
            more information, please visit www.mmaglobal.com.

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SOURCE Mobile Marketing Association