I have been involved with the Mobile Marketing Association (MMA) for some time now, and really admire the hard work that EMEA MD Paul Berney has put into developing the UK and European chapters over the last 18 months.
As an example of the MMA “drinking their own champagne” (I like this expression so much better than “eating your own dog food”), the next Brands and Agencies briefing to be held on Thursday 17th September in London has been an all mobile affair.
To sign up to the event, you needed to send “MMA” followed by your name and company to a shortcode, and your registration was confirmed by text. A few days ago I received a text reminder directing me to http://mmabriefing.mobi - a mobile site about the event.
As Aleksandr Orlov from comparethemeerkat.com would say “simples!”.
A bit more about the event is below – it is now sold out but if you follow me on twitter @andrewgrill or the hashtag #mma09 then you can keep up with the event.
The Mobile Marketing Association in conjunction with media partners, The Guardian, are proud to announce the second Brand & Agency Briefing this year which will give you an opportunity to hear directly from other leading brands and agency thinkers on how they are using the mobile channel today and what they plan to do next.
There will be no sales pitches, no technical presentations and no jargon.
Just a real opportunity to hear from your peers about what has worked for them in mobile and what they plan to do next. The briefing will be held at BAFTA in Piccadilly on Thursday September 17th and we are delighted to announce that the speakers will be;
- Kees Mulder, EMEA Marketing Director and Vice President Kodak
- Paul Taylor, Mobile Strategist & Planner, COI
- Mike Parsons, Managing Director, Tribal DDB
The briefing starts at 6.30pm and the drinks reception at 7.45pm. We are limited to 200 places so if you are interested in attending then please rsvp by texting “MMA” followed by your name and company ( e.g. ‘MMA John Smith BrandX’) to 88080. The last event was oversubscribed so please text in as soon as you can to avoid disappointment.
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We need a new approach that is not about reach and frequency – but is about relevancy. [link to post] #mobile
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This comment was originally posted on London Calling » the mobile advertising blog
This is very interesting. I seem to be able to filter out banner ads at will whenever they occur on websites. I’d imagine that I’d do the same on the iPhone (I haven’t seen any yet), so would totally agree with you that companies that are *much* more sophisticated than just placing banner ads all over their apps will likely do much better branding wise, and even conversion wise.
This comment was originally posted on London Calling » the mobile advertising blog
good work.
the ball is def finally rolling on utility now. the recent announcements from Coke and Pepsi re diverting ad/media spend into longer term non-campaign activity being case in point, and thsi will no doubt encourage others who have been hesitant to move on ‘committment’ vs campaign.
This comment was originally posted on London Calling » the mobile advertising blog
I think that although this is a trend we’ll see, it represents a nascent industry rather than the future. Sponsored Mobile apps are analogous to soap operas in the 50s. They will go the same way too as the channels, advertisers and – most importantly – the consumers become more sophisticated.
Take the Time Out example. As a savvy consumer I would not trust a Smirnoff branded app (and don’t forget Smirnoff is the lead brand here) to give me an unbiased review of a bar than a pure Time Out app. I think this is a great deal for Smirnoff and a pretty short term decision by Time Out.
This comment was originally posted on London Calling » the mobile advertising blog