The Mobile Marketing Association (MMA) announced a significant revision to the definition of Mobile Marketing. The new definition is:
Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.
Where:
- The “set of practices” includes “activities, institutions, processes, industry players, standards, advertising and media, direct response, promotions, relationship management, CRM, customer services, loyalty, social marketing, and all the many faces and facets of marketing.”
- To “engage” means to “start relationships, acquire, generate activity, stimulate social interaction with organization and community members, (and) be present at time of consumers expressed need.” Furthermore, engagement can be initiated by the consumer (“Pull” in form of a click or response) or by the marketer (“Push”).
According to MMA’s President and CEO, Mike Wehrs, the new definition more accurately reflects the evolved nature and current capabilities of Mobile Marketing…