The Mobile Marketing Association (MMA) is to stage two 3-hour mobile marketing workshops on 13 April, 2010 to introduce interested marketers to the medium and address questions around the metrics behind mobile advertising campaigns. The workshops will be held at the Grand Copthorne Waterfront in Singapore, ahead of the 2nd Annual MMA Forum Asia which takes place on 14 and 15 April.
With Asian mobile users constituting approximately one third of the worlds overall market, the region has proven to be a hotbed for innovative mobile marketing campaigns, says Rohit Dadwal, Managing Director, APAC for the MMA. With these workshops, we hope to provide brands, agencies, network operators, content providers and technology developers across the region with a roadmap for using the mobile channel as an effective marketing tool that produces targeted, measurable results.
The morning workshop, titled Mobile Marketing 101 will introduce participants to the various facets and available platforms for mobile marketing. Presenters will provide a detailed overview of the mobile marketing ecosystem and share success stories from across the region. The workshop will arm participants with a how to guide on planning, organising and partnering for the development and launch of mobile marketing programs, as well as monitoring and reporting on the success of these programs. Participants will also learn how to integrate their mobile marketing initiatives into their long-term multichannel marketing strategy.
The workshop will be conducted by Paul Berney, Managing Director, Europe, for the MMA; Barney Loehnis, Head of Digital, Asia Pacific, at Ogilvy One; Jojit Alcazar, Head of Mobile Advertising at  Smart Communications; and Konny Zsigo, President of Wireless Developer Agency.
The afternoon workshop, titled Mobile Analytics is sponsored by Openwave Systems, and aims to facilitate an understanding of customer preferences and the measurement and metrics of mobile advertising. Participants will gain skills in developing customer-related campaigns by translating rich behavioural data to actionable insights.
The Mobile Analytics workshop will be conducted by Anurag Patnaik, Director of Product Management, Analytics, at Openwave Systems; Christian H. Cadeo, Head of Brand Advertising, APAC, at AdMob; Dr. K F Lai, CEO of BuzzCity; Emmanuel Allix, VP & MD, APAC for InMobi; and Milind Sattur, Head – Pricing, Planning & Research, at Navteq Media Solutions.
Each workshop costs US$75 for MMA members, or $100 for non-members. MMA members can attend both workshops for $120; non-members for $160.
The 2nd Annual MMA Forum Asia, built around the theme Now and Next, will bring together over 250 participants from across the globe and cover a diverse range of subjects including emerging technologies, mobile search, mobile analytics, mobile success stories and social media. Theres more information about the event here.