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BREAKING NEWS & VIEWS
New MMA Chief Looks to Reduce Mobile Friction Wehrs takes leadership of the MMA at a time of great uncertainty about the level of investment marketers are willing to make in mobile. In facing tough ad budgets and media company cuts, Wehrs tells min, “The mobile channel has some benefits that tend to transcend the economy in many ways but not all. The attractiveness is due to the fact that the conversion rate is much higher in the mobile channel than it is when marketing to other channels.” On the other hand, he recognizes that deploying mobile content and ad programs remains challenging because of technical complexity and a cluttered value chain. “What doesn’t remain attractive is the friction component—how much technical work and manpower is going to be involved in deploying a mobile campaign in the mobile networks. That is generally the area of focus in the MMA now, the reduction of that friction component identifying more of the areas that are inhibitors of mass adoption of mobile marketing channels.” The MMA includes in its membership the mobile network carriers like Verizon Wireless and AT&T as well as the mobile and ad agency segments, publishers and technical enablers. The organization not only releases case studies and white papers but guidelines for best marketing and content publishing practices on mobile. Unlike other digital associations before it, the MMA succeeded early in establishing guidelines that most members of the value chain adopted and enforce. Best practices for mobile SMS alert subscriptions and the proper distribution of premium content over mobile were adopted by the major carriers, which control the mobile eco-system in a way that ISPs do not on the Web. In the U.S. market, for instance, the MMA and the carriers have been credited with keeping a tight rein on when and how marketers can use SMS messaging to contact consumers. Still, the big question for mobile marketing in the coming year is whether media buyers see the platform as an experimental channel they can ill afford right now. The MMA boasts numerous magazine content providers among its members, including Condé Nast, AdweekMedia, Discovery Communications, ESPN, Playboy and the Walt Disney Company. Wehrs says that interest among content providers is especially high in recent months. The MMA will continue its outreach internationally. The Latin American offices and chapter are up and running, and Wehrs says the MMA will be looking to expand into regional chapters in Eastern Europe and Africa. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com COMMENTS
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I'd love to hear if anyone have used it or heard anything (but it looks like it became available only last week or so).
Thanks for any input.