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MMA Revises Mobile Marketing Definition

Posted by TeamITI on November 30, 2009

Mobile Marketing

The Mobile Marketing Association has officially released a new definition of the term “mobile marketing.”

According to the MMA, mobile marketing is described as: “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 easy to spot on the surface, there’s more to mobile marketing than digital coupons and the incessant ad campaigns that target our handsets.

During the Mobile Marketing Forum in Los Angeles, the MMA delved deeper into the existence, function, and, yes, the definition of mobile marketing – although the organization’s language has proven confusing to some, particularly when it came to discussing the “two parts of its taxonomy.”

  • 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.”
  • 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”).

To read the full announcement from the Mobile Marketing Association, check out their press release from last week.

Find the original article on Mobile Marketing Watch.com

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