MMA - Mobile Marketing Association

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Mobile Marketing is the use of the mobile medium as a communications and entertainment channel between a brand and an end-user. Mobile marketing is the only personal channel enabling spontaneous, direct, interactive and/or targeted communications, any time, any place. Mobile marketing can be used in a wide variety of ways:

For customer acquisition o For customer retention

For loyalty building

As a sales promotion tool

To support product launches

To raise brand awareness

For internal communications

As a redemption / couponing mechanic

For direct marketing

As an effective business to business communications vehicle

As an additional revenue stream o For news / information services

To be able to offer time / location specific offers

As a channel for delivering ringtones and logo's

Mobile Marketing utilises technologies of all mobile devices including handsets and PDAs. Communications include Short Message Services (SMS), Multimedia Messaging Services (MMS) combining text with simple graphics and sound, Wireless Application Protocol (WAP) mobile internet and WAP Push services and full multimedia Third Generation (3G) services..

What companies use mobile marketing?

Mobile Marketing is now used by marketers in every sector, targeting audiences of all ages, reflecting the wide penetration and use of the medium that now prevails.

The following case study examples of MMA member campaigns from the last 12 months give a good sense of how diverse and successful the medium has become.