Mobile Marketing Association - Marketing Mix

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JULY 2009
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                              Presented by Rick Joubert,
                                   Co-Chair, MMA SA


   About the Mobile title style
Click to edit Master Marketing Association (MMA)

   The MMA is an action-oriented, member-driven trade association, with a mission to lead the growth
   of mobile marketing worldwide and to drive forward a healthy and sustainable industry. Offering a
   wealth of industry knowledge in the form of research, educational tools and case studies, the MMA
   promotes and evangelizes the mobile channel and sets globally adopted initiatives, guidelines and
   best practices.

   The MMA audience is diverse and includes members and non-members within the mobile
   ecosystem: agencies, advertisers, brands, hand held device manufacturers, operators, retailers,
   software providers and service providers, consumers, as well as regulatory bodies, market research
   firms, other industry trade associations, trade/financial analysts, editorial communities, and more.

   Regional Branches:                                    Local Councils – launched to serve local mobile
        •    Asia Pacific                                    marketing needs and communities
        •    Europe                                            •  Austria: 22 members
        •    Latin America                                     •  India: 12 members
        •    Middle East & Africa                              •  Spain: 49 members
        •    North America                                     •  South Africa: 17 members
                                                               •  UK: 62 members
                                                               •  Additional Councils to be launched in
         • BVDW Section Mobile (Germany)                          2009
         • Mobile Messaging Forum (Ireland)

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   A primary source for mobile marketing information and expertise, dedicated to:
   •   Providing a forum for exploring market opportunities, allowing members to develop their businesses
       through shared skills and knowledge from the entire ecosystem

   •   Building bridges between the mobile marketing industry and others, sharing perspectives and creating
       networking prospects with its 700+ members and partner organizations globally

   •   Creating guidelines and best practices and the publication of valuable industry intelligence and
       educational tools

   •   Through the collaborative work of committees and research projects, facilitating a concerted effort
       towards industry advancement and the removal of barriers to market- sustainable, accelerated growth,
       and increased productivity

   •   Providing representation for the mobile marketing industry to major legislative bodies worldwide and
       serving as the key advocate on behalf of the mobile marketing industry

   •   Developing open and compatible mobile marketing technical and creative standards, and metrics for
       measuring ad delivery and consumer response

   MMA Strategic Priorities
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   • Education            • Events & Networking      • Guidelines
   • Case studies         • Speaking opportunities   • Best practices
   • Industry stats       • Awards                   • Committee
   • Research             • Sponsorship &              participation
                            Publicity                • Consumer Initiatives

   Who edit Master title style
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  Over 700 active MMA member                       By Category                          By Region
  companies with over 3,500 active
  member individuals worldwide from
  across the Mobile Marketing                    Company                              APAC
                                                             Brand                             MEA
  ecosystem including:                             6%         3%                       6%      4%
       –   Wireless Operators         Operator
                                        9%                                       6%
       –   Aggregators
       –   Application Providers
                                                             Technology   National*
       –   Brands and Third Party                                           8%                        NA
                                                              Enabler                                 46%
           Content Providers                                    33%
       –   Media Companies                 15%                                        EUR
       –   Advertising Agencies                                                       13%
       –   Handset Manufacturers                            Content
       –   Infrastructure Providers                Agency   Provider                         Global
       –   Market Research Firms                    18%       16%

   Sample of MMA Global Members
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   MMA South Africa - members
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                                AdMob Inc.
                 Mobile Services Company (Blue Label)
                            Brandsh Media cc
                             BuzzCity Pte Ltd
                          Multimedia Solutions
                 Celerity Systems (Pty) Ltd (Bulk SMS)
                        Cellsmart Technologies
                               Google, Inc.
                      Habari Group Media Direct
                                 Media 24
                         MobiliTrix SA (Pty) Ltd
                  Mr Price Group Financial Services
                          OgilvyOne Worldwide
                            One Digital Media
                           Praekelt Consulting
                       RingCo T/A Yonder Media
                               TIM w.e. SA
   MMA Strategic Relationships
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  Global Associations

   –   GSM Association (GSMA)
         • Mobile Advertising, Measurement,
            Code of Conduct, Events
         • Endorsement of MMA Mobile
            Advertising Guidelines
   –   dotMobi Advisory Group (MAG)
         • Mobile Advertising, Measurement
         • Endorsement of MMA Mobile
            Advertising Guidelines

  Key Regional/Local Associations
   –   CTIA
          • Events, Consumer Best Practices
   –   Interactive Advertising Bureau (IAB)
          • Mobile Advertising, Measurement,
   –   Direct Marketing Association (DMA)
          • Events
   –   BVDW Section Mobile
          • Mobile Advertising, Measurement,
   –   Internet Advertising Bureau (UK)
          • Mobile Advertising, Mobile Marketing
   –   …… (and more!)

    2008 edit Master a Glance
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       GLOBAL                   MEMBERSHIP                     INDUSTRY                   INDUSTRY
       REACH                                                  PROMOTION                  INITIATIVES

Expanded Globally:           • Maintained member          • 6 Mobile Marketing      • Industry research and
• Latin America                growth and high level of     Forums (MMF) held in      educational tools,
• North America                member support and           North America, Europe     including the 2nd Annual
• Europe                       responsiveness               and Latin America         Attitude & Usage
• Asia-Pacific                                                                        Market Research Study
• Middle East & Africa       • Website re-launch to       • Combined audience of
                               provide better access        more than 1400          • MMA Committees have
• Introduced new local         to resources                 delegates and             led educational and
  councils in UK, India,                                    speakers worldwide        guideline initiatives to
  South Africa, & Ireland    • Launch of Annual                                       drive the global
                               Member Satisfaction        • Over 300 speaking         adoption of mobile
• Key regional Managing        Survey                       opportunities for         marketing
  Director appointments                                     member companies
                             • Member discounts,                                    • Consumer Best
• Support local councils       offers and greater         • Launched a successful     Practices and Global
  in Germany, Spain,           visibility                   Global Awards Program     Code of Conduct
  France, Ireland, Austria                                  and regional awards

   MMA Global Awards Program
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   •   Recognizing global leadership and innovation in mobile marketing

   •   Categories in each region include:

        –   Best Use of Mobile Marketing
              Branding Campaign
              Direct Response Campaign
              Promotional Campaign
              Relationship Building Campaign
              Search Marketing
              Product/Services Launch Campaign
              Cross Media Integration

        –   Innovation Award

        –   Innovation Award for Creativity

        –   Mobile Marketing Academic of the Year

        –   Outstanding Individual Achievement in Mobile Marketing

        –   MMA Award for Overall Excellence (Company/Committee)

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                                   MMA SOUTH AFRICA
                                   WORK PLAN 2009/10

                              Presented by Ahmed Kajee,
                                   Co-Chair, MMA SA

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   The MMA SA will seek to establish four working groups / sub-committees in an
   effort to address the stated priorities of the founding members of the Council,
   these are;

             -   Guidelines Validation and Development
             -   Measurement and Effectiveness
             -   Networking and Events
             -   Education and Training

   Guidelines Validation style
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   One of the key goals of the MMA is to create the guidelines, best practices and
   standards to support the scalable growth of the industry globally. . MMA SA seeks to
   ensure existing MMA Global documentation, taking into account issues / priorities
   unique to the RSA market, including:

   •   SA Mobile Industry Self Regulatory Guidelines i.e. WASPA Code of Conduct, and
       ECT Act, which will need to be integrated into the overall MMA guidelines
   •   Operator Interoperability and General Industry Technological Challenges specific
       to SA, which affects quality of service, the user experience and therefore the
       manner in which mobile marketing is or can be implemented at a local level
   •   SA Mobile Industry ecosystems and value chain.
   •   “World First” mobile marketing services in SA for which there are no existing
       standards and/or guidelines; these would therefore be developed in
       conformance with MMA's overall guidelines development process.

   Measurement and Effectiveness
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   In line with MMA’s current measurements efforts, MMA SA will set out to
   collaborate and support mobile publisher measurement / tracking reports in
   order to provide the SA marketing industry with actionable and relevant
   information relating to the profiles and size of publisher audiences over time.

   Measuring and tracking mobile media investment trends

   •   MMA SA will set out to collaborate with global MMA initiatives to formulate
       mobile media investment reports relating to the measurement and tracking
       over time of local spend into mobile media in a range of pre defined
       industry verticals, advertising inventory categories and other reporting
       parameters developed by the MMA. A key output will be objective market
       sizing and tracking of the industry growth rate.
   •   MMA South Africa will also review the measurement initiatives of other
       national MMA Local Councils to transfer best practice, learning and

   Measurement and Effectiveness (Continued)
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  Campaign metrics/standards

  Mobile Marketing service offerings in SA are varied in many respects and effective tools for
  measurability are required to ensure widespread adoption and greater uptake of these
  service. MMA SA has taken on the role of championing this process for the mobile industry at
  large. All competing media forms, e.g. print, television, radio, etc, have some sort of ROMI
  (Return on Marketing Investment) measure used to justify costs of marketing to companies
  using their services. Furthermore, developing a single methodology to calculate ROMI falls in
  line with the attempt to create industry standards and benchmarks. The table below
  illustrates this at a high level;

 Service Type         Key Measure                               Tools           Drivers

 Direct Mobile        Response Rates, CPP                       DMA             SMS/MMS

 Mobile Internet      CTR, Traffic Volume, Inventory            OPA             WAP, 3G etc

 Mobile Media         Audience Universe, Frequency, Reach etc   TAMS, RAMS,     Mobile Social Networking,
                                                                AMPS etc        Infotainment, News etc

   Networking and Events
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 A priority for MMA SA is to host, participate, support and sponsor industry events and to provide
 members with networking opportunities through partnerships and affiliations.

            Key Industries                  MMA Involvement                     Possible Affiliations

      •Telecommunications              • MMA    Speaking engagement,          • DMA
      • Marketing and Advertising      and/or                                 • ASA
      •Retail and FMCG                 • MMA    Sponsored Events, and/or      • WASPA
      •Media                           • MMA    Hosted Events, and/or         • Mobile Monday
      •ICT                             • MMA    Member Networking             • Mobile Operators
                                       Events                                 • Marketing Award
                 2000               2003             2005              2007            2008

  The following MMA SA events goals are envisaged;

  •   monthly representation and speaking engagement at a relevant industry event
  •   bi-annual mma industry conference
  •   Quarterly MMA SA Management Council Meeting
  •   Annual MMA hosted event for members
  •   Ad-Hoc networking events for MMA Members (4 per year)

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  MMA SA aims to “evangelise” mobile marketing by “selling” mobile marketing at an industry level to
  all stakeholders. The objective is to position the MMA as a strategic and “de facto” tool serving as a
  catalyst in the growth of the mobile marketing industry in SA.

  Key outcomes sought are:

  •   defining industry level mobile marketing value propositions
  •   differentiating mobile marketing from competitive mediums
  •   driving industry growth through appropriate advocacy channels
  •   Strategically addressing mobile industry barriers to growth
  •   Stimulating the mobile marketing industry through strategic initiatives
  •   Supporting the establishment of affiliations and partnerships


  PR will be used as a tool driving evangelism, and will also play a supporting role in communicating
  messages such as;

  •   Industry Comments
  •   Written articles on mobile marketing
  •   Publicising MMA SA initiatives
  •   Opinion pieces
  •   Publicising “approved/endorsed” case studies
   Education (Continued)
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 To sustain the growth of the mobile marketing industry, it is imperative that education and training
 initiatives are conducted to ensure that the skills pool increases so that MMA SA member companies
 have the resources required to deal with the fast pace of growth in the industry, as well to improve
 the quality of mobile marketing campaigns conducted by brands and advertisers.

 The MMA SA will adapt existing and developing MMA materials in this area, as well as aim to
 develop and endorse mobile marketing courses in partnership with leading educational institutions
 as follows;

            •   Integrated mobile marketing Modules for Digital/E-Marketing Courses
            •   3 Day mobile marketing dedicated course
            •   Integrated mobile marketing strategy course for digital/e-marketing courses
            •   Comprehensive 15 Module mobile marketing Term Course

 The MMA will target as part of its mobile marketing education initiative;

            •   Marketing and advertising students
            •   Marketing and advertising professionals, consultants and practitioners
            •   Digital and e-marketing professionals, consultants and practitioners
            •   Mobile marketing professionals, consultants and practitioners

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                                MMA SOUTH AFRICA
                              MEMBERSHIP INITIATIVES

                             Presented by Terry Murphy,
                               General Manager, MMA SA

   Membership Initiatives
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• Terry Murphy, publisher of Marketing Mix, has been retained by the MMA to
  co ordinate and implement the initiatives of the MMA Council in SA and to
  promote membership.

• Marketing Mix print and online will give extensive publicity to MMA SA activities
  and encourage participation and contributions from our database of about 11 000
  professional marketers.

• Marketing Mix organises an extensive programme of workshops and summits and
  will be extending the programme of mobile related events working with the MMA.

 “An to edit you can’t style
 Click offer Master title refuse”

  $1000 buys you:
• Access and downloading rights to MMA research, white papers, guidelines,
  mobile marketing award winning campaigns.

• Networking internationally and in SA.

• Research SA

• Guidelines validation and development SA

• Measurement and effectiveness SA

• Training SA

• Workshops SA

 “An to edit you can’t style
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• We want your membership.

• We want your intellectual contributions.

• We want your participation (mainly email).

• Please complete the evaluation form.


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                           Thank You

Rick Joubert: Co-Chair
Ahmed Kajee: Co-Chair
Terry Murphy: General Manager