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BizReport : Mobile Marketing : June 29, 2011

MMA releases mobile web and apps marketing guide

The Mobile Marketing Association has this week released a comprehensive white paper aimed at brands, agencies and other marketing professionals that will guide them through the creation, measurement and monetization of combined mobile app and mobile website campaigns.

by Helen Leggatt

mobile-marketing-associations-new-logo-o.jpgAccording to MMA Managing Director (North America), Michael Becker, "savvy marketers understand that the mobile web and mobile apps aren't an either-or choice".

That view is made rather obvious by the title of the MMA's new guide: "Getting Started - A Brand Marketer's Guide to the Mobile Web and Mobile Apps: Not an Either/or Proposition" (.pdf).

If you haven't already got the gist, the message behind the publication is that mobile marketers shouldn't approach the use of apps and the mobile web in isolation but instead combine the two channels thus maximizing reach among today's on-the-go consumers.

The white paper covers topics such as main app types (branded, media-related and mobile shopping/commerce) along with a comparison of apps and the mobile web in terms of audience overlap, strengths, challenges, features, demographic considerations and user experience.

The MMA also provides tips for raising consumer awareness, delves into the use of analytics tools for measuring a campaign's impact and reach and highlights monetization opportunities and considerations.

"As the rise of the mobile web grows and the development and usage of mobile apps continues unabated, we want to give the brand marketer a framework for debate and discussions," said Becker.

Tags: marketing campaign, marketing metrics, mobile apps, mobile marketing, mobile web

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