The Mobile Marketing Association announced this morning that it was purchasing the Brazilian organization, AMMB (Associacao de Mobile Marketing do Brasil). According to an MMA spokesperson, the measure lifts its total membership from around 700 to 750.
Some of the notable AMMB members engulfed by the acquisition include the mobile agency CycleLogic, broadcast company SBT, and the prepaid products brand Visa Vale. Financial specifics were not disclosed.
The agreement likely puts a bow on a globally focused 2009 for the New York-based MMA. It launched an international consumer marketing best practices initiative, as well as forging a partnership with the Interactive Advertising Bureau to establish global mobile advertising guidelines, and premiering local mobile-oriented workshops around the world.
The organization also lost a CEO for the second year in a row. Mike Wehrs announced his resignation, effective Dec. 31, last week. Laura Marriott resigned from the same position 17 months ago. MMA Global Chairman Federico Pisani has been serving as interim CEO, but no permanent replacement has been named.
In other mobile marketing news, Greystripe and Tribal Fusion are set to announce tomorrow their Web-to-mobile advertising partnership that will allow online ads to run on iPhones. According to a spokesperson, the deal lets advertisers bypass the need for mobile specific formats, and 500 such campaigns are already in play.
This year, 154 million consumers shopped over the long holiday weekend, an increase of 3 million from last year
Emotion can be very powerful when trying to reach an audience, and it can be boosted by linking it with the way memory affects human behaviour. How can all of this apply to the demanding mobile audience?
With social media reach and engagement rates having dipped so precipitously over the last year or so, paying to play is the only option for most brands now.
Digital (and in our case search and content) data holds the keys to marketing success.