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MMA Research To Focus On Mobile ROI

mma-new-logo.jpgThe Mobile Marketing Association (MMA) announced over the summer that it had secured initial funding of $1 million to launch new research into the ROI that mobile provides marketers.

Smart Mobile Cross Marketing Effectiveness (SMoX.me) will focus on the return on investment that mobile contributes to the marketing mix, and will test campaigns to determine the relative economic value of investing in mobile as opposed to traditional marketing areas.

Greg Stuart, CEO for MMA, who previously led the Cross Media Organisation Study (XMOS) series, the largest industry research programme conducted to date said: “XMOS completely changed the marketing/media landscape as clearly evidenced by the extraordinary growth Internet advertising experienced in early-mid 2000s. I witnessed marketers who beat their competition by having this extra edge of quantifiable insight that XMOS provided.”

He added: “I’m excited to have the opportunity to launch a mobile study similar to XMOS, but this time on a global level, and I humbly predict that the implications of this research for mobile marketing will again change the way companies spend their marketing dollars.”

Each SMoX.me study will look into cross marketing return on investment while seeking to understand how mobile can fit in alongside traditional and digital marketing channels whether the campaign focuses on brand metrics (awareness, brand image or purchase intent) or sales.

The results are expected to provide insight into how to optimise the different channels and will assess the different mobile channels including mobile display, rich media, video, audio, email, SMS and others in different global markets.

“As we integrate mobile into our marketing mix, it is critical for a brand like Coca-Cola to gain global insights on our ROI across our worldwide spend,” said Tom Daly, Group Director, Global Connections, The Coca-Cola Company.

Some of the key partners that have subscribed for SMoX research include

  • Vodafone
  • Pandora
  • The Weather Channel
  • Velti
  • AT&T AdWorks
  • InMobi
  • Telefonica

02.10.2012    Tags: , ,
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