Mobile marketing association
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The Mobile Marketing Association (MMA) is a global non-profit industry trade group established to lead the growth of mobile marketing and its associated technologies. It 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 mobile channel for use by brands and content providers.
The Mobile Marketing Association counts more than 600 [1] global member companies from across the mobile marketing ecosystem, including agencies, advertisers, hand held device manufacturers, wireless operators, aggregators, technology enablers, market research firms and all companies focused on marketing via the mobile channel.
The Mobile Marketing Association’s global headquarters are located in the United States. As well as the North American branch, it also has branches in Europe Middle East & Africa (EMEA), Asia Pacific (APAC) and Latin America (LATAM).
The MMA's aim is to work in a collaborative manner to educate the marketplace and establish industry-wide, national and international best practices and guidelines for mobile marketing. Committees and Action Teams provide expertise and hands-on experience and knowledge to focus and clarify initiatives on the current and future needs of companies active in adding mobile to their marketing mix.
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[edit] Current MMA Global Committees and Action Teams include
• Academic Outreach • Consumer Best Practices • Participation TV • Interactive Voice Response • Marketing to Children • Mobile Web • Content Leadership • Education • Measurement • Metrics • Mobile Advertising • Mobile Commerce • Mobile Program Mark • Mobile Communities & User Generated Content • Mobile Search • Privacy & Preference • Proximity • Urban Special Interest Group • Women in Wireless • MMA Internal Committees
[edit] Initiatives, policies and education issued by the MMA include
[edit] Guidelines
Code of Conduct for Mobile Marketing [1] Consumer Best Practices (United States)[2] Mobile Advertising Guidelines [3]
[edit] Glossary
Mobile Marketing Industry Glossary [4]
[edit] Education
Mobile Advertising Overview [5] Understanding Mobile Marketing: Technology & Reach [6] Off Portal - An Introduction to the Market Opportunity [7] Mobile Marketing Sweepstakes & Promotions Guide [8] Mobile Search Use Cases [9] Introduction to Mobile Coupons [10] Introduction to Mobile Search [11] Short Code Primer [12]
[edit] Members
MMA Member Directory [13]
The MMA also operates a series of ==Mobile Marketing Forums== [14] around the world, providing the opportunity for those new to mobile to learn how to engage the mobile channel, and those already engaged in mobile to learn how to deploy more advanced capabilities to enhance existing initiatives. The Mobile Marketing Forum brings together industry leaders and experts from around the globe to share their expertise on how to leverage the media channel.
[edit] History
The Mobile Marketing Association was originally founded in 2000 as the Wireless Advertising Association (WAA), a New York based non-profit trade association. In 2003, the WAA and the Wireless Marketing Association (WMA), based in Europe, joined to form the Mobile Marketing Association (MMA). At that time, the MMA had only 10 member companies which included companies like m-Qube, Mobliss, The Weather Channel, Carat and Vindigo.
The MMA remained at around 10 – 20 member companies until 2005 when mobile marketing began to take off in the United States. The MMA also established 4 national chapters in Europe in 2003 – 2005 (Austria, Spain, UK and France), before creating regional branches for EMEA and APAC in 2007 and for LATAM in 2008.
