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

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."

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Opinion Articles

Review: BeeWi BBS020 solar-powered hands-free Bluetooth car kit

Mark Bridge writes:

Persuading mobile phone users not to hold their phone when they’re driving should be a simple task. It’s dangerous, it’s against the law and the penalties include a fine plus points on your licence.

But even then, there’s often an excuse about convenience and usability. Some people don’t like wearing headsets, some don’t like wires and some simply forget to charge the batteries.

That’s why a new hands-free Bluetooth loudspeaker from French company BeeWi caught my eye.

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The simple case of the disguised iPhone 4

Mark Bridge writes:

I remember the launch of Carweek back in the 1990s. It was a motoring magazine produced as a weekly glossy newspaper; a novel format, although one that probably led to its demise. 'Spy shots' of prototype cars seemed then – as now – to be much sought-after, despite them often not showing much resemblance to the finished product. Indeed, I often wondered how you could possibly road-test the handling of a new car when it was covered with unflattering body parts that served to disguise its shape.

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Maria Sharapova and the 'geek porn' of unboxing

Mark Bridge writes:

'Unboxing' is - or was - the new geek porn. We know this because The Register told us so in 2006, when the practice of video recording the unpacking of new consumer electronics products started to become popular. Just over two years later The Independent tried to tell us that unboxing was still the new geek porn but, by then, conventional porn had probably returned to... er... pole position.

Why do I mention this?  Well, Sony Ericsson has just published its own unboxing video featuring tennis player, model, charity worker and Sony Ericsson brand ambassador Maria Sharapova.

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Scaremongering news stories? There's an app for that

Mark Bridge writes:

Here’s a news headline that caught my eye.

Shotgun certificate up for renewal?  There's an app for that

Or, if you prefer…

Police to allow gun users renew licences with iPhone app

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Mobile payments: solutions get dumber while cards get smarter?

Mark Bridge writes:

Last week I spotted a couple of mobile-related news stories that involved payment company MasterCard. One came from CPI Card Group, which had introduced a “next-generation, MasterCard-approved payment tag” (a.k.a. 'sticker') that enabled “any mobile device to be used to make payments anywhere using the worldwide contactless MasterCard PayPass standard” (by sticking it on the back).

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