Categories
Close
Menu
Menu
Close
Search
Search

Featured Articles

MMA sets up $1 million research to measure the impact of mobile marketing
News

MMA sets up $1 million research to measure the impact of mobile marketing

SuperUser Account

Share:

Print

Rate article:

No rating
Rate this article:
No rating

The Mobile Marketing Association has arranged over $1 million in funding to launch new global research into the impact of mobile marketing.

The project, which is believed to be the first global research project of its kind, will test real marketing campaigns to determine the economic value of investing in mobile channels compared to traditional marketing channels. It’s been named SMoX.me: Smart Mobile Cross Marketing Effectiveness.

Details of the full announcement are below.


MMA secures over USD 1 million for first-ever global cross marketing effectiveness research to measure the impact of mobile

Consortium partners include Vodafone, Pandora and The Weather Channel

London, July 16, 2012 – Today, during the MMA's Mobile CEO & CMO Summit in the Dominican Republic, Greg Stuart, CEO of the Mobile Marketing Association (MMA), announced that the association has secured over USD 1 million in funding to launch the first-ever global, in-market research project that will evaluate the return on investment that mobile contributes to the marketing mix. Called SMoX.me for Smart Mobile Cross Marketing Effectiveness, the research will test real in-market marketing campaigns to determine the relative economic value of investing in mobile channels compared to traditional marketing channels.

Stuart previously led the landmark Cross Media Optimization Study (XMOS) series starting in 2002, turning it into the largest advertising industry research program ever conducted working with leading brands including McDonalds, Ford, Colgate, ING & many others. XMOS provided the first-ever opportunity for marketers to determine the optimal mix of internet media, TV, radio and print advertising drawn from real world, in-market results.

"We are extremely happy that the MMA is leading the charge with the Mobile Cross Marketing Effectiveness Study. With the radical shifts in consumer media consumption all around the world, it is vital that marketers get quantitative guidance from the industry on how to best optimize Mobile in the marketing mix," said Jack Haber, VP, Global Advertising and Digital for Colgate-Palmolive, which was a leading participant in the original Cross Media Study, XMOS. "This research has the potential to transform how marketing budgets are allocated in the same way as XMOS did."

12

Comments

Collapse Expand Comments (0)
You don't have permission to post comments.

Opinion Articles

ExclusiveNFC... but not as you know it

Mark Bridge writes:

There's more to NFC than mobile payments... and there's more to mobile payments than NFC.

The latest audio accessories from Nokia use 'contactless' NFC technology to speed up Bluetooth connections. Simply touch a compatible Nokia phone against the Play 360° loudspeaker and your music will play through the speaker. There's no need to bother with conventional Bluetooth pairing.

ExclusiveThis week at The Fonecast: 18th June 2011

Mark Bridge writes:

Sometimes it seems that everyone and everything is out to get you. Recently, Nokia's been in that position – but this week it looks as though RIM is taking over as the mobile industry's whipping-boy.

ExclusiveApp discovery gets smarter

Mark Bridge writes:

I've written previously about the changes happening to mobile application stores. Last week I was talking to Todd Levy about the family-friendly application store he's planning to launch. He explained how BloomWorlds would be curated to provide trusted reviews that weren't skewed by the app developers themselves.

ExclusiveBox Breaking in the UK

Mark Bridge writes:

In this week's podcast feature, Iain Graham has been taking a look at 'box breaking' in the UK. Box breaking can take a variety of forms but it generally involves buying a 'pay as you go' mobile phone at a price that's subsidised in part by a mobile network - and selling it at a higher price to someone who won't connect it to the original network. The package of phone and SIM card is effectively 'broken', with the SIM often sold separately.

RSS
First6869707173757677Last

Recent Podcasts

ExclusivePodcast from Mobile World Congress 2015

Mark Bridge learns about the mobile technology trends at Mobile World Congress 2015 by chatting to James Rosewell of 51Degrees, Dr Kevin Curran from the IEEE and Chris Millington of Doro.

They talk about wearable devices, wireless charging, mobile operating systems and much more... including some of their favourite products from the exhibition.

ExclusiveLooking back at February: from security scares to multiple MVNOs

We're taking a look back at the biggest mobile industry news stories from February 2015, including allegations that the UK's security service tried to breach SIM card security by hacking into one of the world's biggest SIM producers.

We also talk about the planned BT and EE merger, the creation of two new UK virtual networks, some acquisitions in the mobile payment arena and a new Ubuntu smartphone.

ExclusiveA month of mobile: O2 counts on 3, Microsoft counts to 10 and Apple counts its profits

We're back with a month of mobile industry news, including takeover talks and takeover rumours. O2 and Three are said to be discussing a merger... but is there any truth in the suggestions that BlackBerry could be up for grabs?

We also discuss Apple's record-breaking quarterly figures, the highlights of CES and the launch of Microsoft Windows 10, as well as saying farewell to the current version of Google Glass.

RSS
12345678910Last

Follow thefonecast.com

Archive Calendar

«June 2026»
MonTueWedThuFriSatSun
25262728293031
1234567
891011121314
15161718192021
22232425262728
293012345

Archive