MMA Repositions as Mobile Space Morphs


mmaADOTAS – It’s a rapidly changing mobile space, and the Mobile Marketing Association, which hosted a pretty kickass conference during Internet Week NYC that was packed to the gills, is repositioning itself to better represent the evolving ecosystem.

The repositioning is based on feedback from member and nonmember companies from around the world. Unveiling a new look at the MMA Forum in Sao Paulo, the company introduced five building blocks for tending the growing industry: promoting the channel, educating all parties, creating authoritative metrics, establishing best practices and public advocacy and self-regulation.

“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, MMA 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.”


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