MMA Redefines Mobile Marketing

The Mobile Marketing Association (MMA) has announced what it describes as a significant revision to the definition of Mobile Marketing.
The MMAs new definition runs as follows: Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.
According to the MMA, the crux of the new definition lies in two parts of its taxonomy. The first is that the set of practices includes activities, institutions, processes, industry players, standards, advertising and media, direct response, promotions, relationship management, CRM, customer services, loyalty, social marketing, and all the many faces and facets of marketing.
The second is that to engage means to start relationships, acquire, generate activity, stimulate social interaction with organization and community members, [and] be present at time of consumers expressed need. Furthermore, engagement can be initiated by the consumer (Pull in form of a click or response) or by the marketer (Push).
According to MMA President and CEO Mike Wehrs, the new definition more accurately reflects the evolved nature and current capabilities of Mobile Marketing. He says:
Mobile Marketing involves a wide range of practices, and this definition clearly encompasses all of its different variations to properly convey the true power of the medium. The new definition will help frame the activity range broadening the market overall around Mobile Marketing and encourage our ecosystem to engage at every level.
The MMA says that the updated definition benefits both MMA members and consumers. It says the initiative creates continuity among all stakeholders using the mobile marketing channel to reach their audiences, while protecting consumers through industry best practices and established mobile media guidelines.
A task force of MMA board members led the initiative to update the definition, circulating the revisions to all regional board members to ensure relevance and appropriateness on a global scale. After careful review and collaboration, the MMA says it has updated the definition for the benefit of the worldwide mobile marketing community.