The Mobile Marketing Association forms working groups that will tackle best practices and ROI measurement.
The Mobile Marketing Association has set up committees to tackle best practices and ROI metrics for the nascent wireless medium.
"As mobile marketing moves from a hypothetical market to a real market, along with it comes more members and competing agendas," said Mike Baker, who heads the best practices group. Baker is president and CEO of mobile marketing firm Enpocket.
By year's end, the best practices group plans to recommend guidelines for campaigns that use SMS, MMS and the wireless Web, as well as PDA-based programs. Also on the committee are executives from Third Screen Media, AvantGo, and OgilvyInteractive Worldwide.
The metrics committee will fix parameters for the accurate measurement of cross-media ROI. Chaired by Procter & Gamble systems manager Jean Berberich, other members include Carat Interactive, Sprint, Cingular, and Visa U.S.A.
The MMA has tried to guide the best practices conversation in the past. Just over a year ago, the group released a code of conduct for mobile marketers. Baker said one of his committee's orders of business would be to examine and reconsider that document. In general, the MMA has not been highly visible in the U.S.
"The idea behind the best practices committee is to continue some of the early work that's [been done] in the U.S. and come together as an industry," Baker said. "Not only to define best practices, but talk about where the future of the medium is going as far as code of practices, regulation and legal issues."
Both committees will hold their first meetings in March.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT