MMA Launches Educational Initiative

The Mobile Marketing Association has unveiled an educational initiative including events, webinars, outreach programs and educational collateral, designed to help agencies, brands and retailers overcome challenges around understanding and implementing effective mobile marketing tactics; integrating mobile marketing with their overall brand strategy; developing and executing highly engaging campaigns; and measuring campaign effectiveness. The initiative is being led by Chris Wayman, vice president of global sales at iLoop Mobile; Doug Stovall, senior vice president of sales at Hipcricket; and Troy Gibson, director of technology at Resource Interactive.

The educational collateral will include an MMA member-developed information  pack that provides a concise, accessible overview of the mobile marketing ecosystem, with tips for reducing costs, risks and time to market, and other advice from leading vendors, agencies and media planners. The pack will feature a variety of real-world examples that illustrate mobile marketing’s positive ROI and that can serve as models for agencies, brands and retailers as they develop campaigns.

“This new initiative reflects the MMA’s commitment to supporting agencies, brands and retailers as critically important market sectors that are leveraging mobile marketing for effective consumer outreach and engagement,” says Michael Becker, the MMA’s managing director for N. America. “This is just the start; along with leading MMA members, we’re building the foundation and providing actionable intelligence and rare opportunities to network with and learn from the industry’s leaders. This initiative is an ideal opportunity for brands and retailers to fast-track their mobile marketing strategies.”

On 7 June, prior to the MMA Forum in New York, MMA will host a free Agency, Brand & Retailer Roundtable  sponsored by Neustar and Hipcricket. The event will be held at Ogilvy in New York. Qualified agencies, brands & retailers are invited to register by emailing their complete contact info to the MMA at

In conjunction with the roundtable and the MMA Forum, the MMA has also announced its ‘adopt-a-brand’ programme, which enables agencies, brands and retailers interested in attending the MMA Forum being held on 8 and 9 June at the Waldorf Astoria Hotel in New York to join a waiting list to be matched and adopted by a vendor. The vendor will pay the reduced event entrance fee of $500 on behalf of the agency, brand or retailer.   Alternatively, agencies, brands and retailers can register for the event at the reduced price of $500 by returning the completed adopt-a-brand registration form here.