The Mobile Marketing Association (MMA) has launched a whitepaper that seeks to provide businesses with a hands-on guide to measuring and monetising mobile apps and websites. 

The whitepaper, titled Getting Started – A Brand Marketers Guide to the Mobile Web and Mobile Apps: Not an Either/or Proposition shows marketers how they can combine mobile apps and the mobile web to create campaigns that are more effective than if they used only one of the channels, says the MMA. 

The 14-page paper covers topics such as the different kinds of apps and mobile websites, tips for building consumer awareness of a businesss mobile offerings, and analytics tools to measure a campaigns reach and impact. 

It also features a comparison between apps and the mobile web in terms of audience overlap, strengths, challenges, features, demographic considerations and user experience, as well as best practise tips for optimising the user experience. 

There is also an analysis of monetisation opportunities and considerations. 

“As the rise of the mobile web grows and the development and usage of mobile apps continues unabated, we want to give the brand marketer a framework for debate and discussions,” said Michael Becker, MMA managing director, North America. “As the title indicates, savvy marketers understand that the mobile web and mobile apps arent an either-or choice.”

The report was authored by Kathryn Koegel, a media and marketing consultant. It is available to download free of charge from the MMA website.