Tuesday, 05 July 2011 00:00 Daniel Obi
Educates players on trends, impact on business
Mobile Marketing Association (MMA) with headquarters in the US, which is committed to ensuring professional mobile marketing through research, networking and events and instituting advertising standards, is set to establish a West African office in Nigeria early next year.
The non-profit trade association’s interest in Nigeria, BusinesseDay gathered, is perhaps informed by the growing mobile usage and the potential for intensified mobile advertising in Nigeria. With more than 90 million mobile phone users and over 50 percent penetration, Nigeria is said to possess the capability to pioneer mobile marketing in Africa.
click here to read the article
Today, mobile marketing, and in particular, mobile commerce are showing signs of record growth in Nigeria and Africa as research says that the future of digital is mobile. Mobile marketing though may be young, but according to studies, has rapidly matured with forecasts that more internet search queries will originate from mobile phones in the next few years.
With the gradual growth of mobile marketing in Nigeria, MMA is therefore coming to align with those in the marketing chain to structure the market, segment mark and further the expansion of the media as a channel of marketing.
The body with 26 councils around the world is the pre-eminent mobile marketing association in the world with some 750 corporate members, and is committed to establishing and promoting professional mobile marketing.
Terry Murphy, general manager, MMA in South Africa, who was in Lagos to prepare ground for the launch of the association in March 5, 2012, told BusinesDay that during the launching in Lagos, “stakeholders will be briefed on the benefits of the MMA and there would be a forum for telecom operators, senior marketing management on how to create revenue generating services to stimulate advertising and marketing income.”
There would also be roundtable and panel discussions about strategic issues such as short codes, regulatory matters, SMS best practices and other topics relevant to West Africa.
“The use of mobile marketing continues to grow globally as does the need and desire for the MMA to help provide structure for that growth.
It is no longer a question of ‘why’ mobile should be used to guide marketing approaches, but ‘how.’ We are therefore excited to be driving its development in a region which has already profiled a number of industry leading campaigns.”
The MMA’s primary focus is on consumer protection and privacy, given the importance of consumer satisfaction in maintaining a sustainable industry and promoting growth.
The MMA therefore strives to align its members and industry stakeholders generally with consumers needs and wants to ensure a positive mobile experience. Some of the fundamental elements to a positive consumer experience include choice, control, customization, consideration, constraint and confidentiality. Choice allows the consumer to opt-in to a mobile marketing programme.
Consumers have a right to privacy and marketers must therefore gain approval from consumers before content is sent. Consumers should have control of when and how they receive marketing messaging on the mobile phone and must be allowed to easily terminate or “opt-out” of an unwanted program.
Customisation allows the message content to be relevant and useful to the consumer as possible while under constraint the marketer must effectively manage and limit mobile messaging programs to a reasonable number of programmes.
Murphy said the industry must monitor and enforce consumer protection and privacy to ensure the success and integrity of the mobile content business.
MMA members include agencies, advertisers, hand held device manufacturers, wireless operators and service providers, retailers, software and services providers, as well as any company focused on the potential of marketing via the mobile channel.
The body also organises basic course that entails the principles of marketing. He said the course doesn’t turn the participant into an expert but it gives him or her a formal understanding of mobile marketing including location marketing, where the marketer can actually confine the message to a geographic zone.
Educates players on trends, impact on business
Mobile Marketing Association (MMA) with headquarters in the US, which is committed to ensuring professional mobile marketing through research, networking and events and instituting advertising standards, is set to establish a West African office in Nigeria early next year.
The non-profit trade association’s interest in Nigeria, BusinesseDay gathered, is perhaps informed by the growing mobile usage and the potential for intensified mobile advertising in Nigeria. With more than 90 million mobile phone users and over 50 percent penetration, Nigeria is said to possess the capability to pioneer mobile marketing in Africa.
click here to read the article
Today, mobile marketing, and in particular, mobile commerce are showing signs of record growth in Nigeria and Africa as research says that the future of digital is mobile. Mobile marketing though may be young, but according to studies, has rapidly matured with forecasts that more internet search queries will originate from mobile phones in the next few years.
With the gradual growth of mobile marketing in Nigeria, MMA is therefore coming to align with those in the marketing chain to structure the market, segment mark and further the expansion of the media as a channel of marketing.
The body with 26 councils around the world is the pre-eminent mobile marketing association in the world with some 750 corporate members, and is committed to establishing and promoting professional mobile marketing.
Terry Murphy, general manager, MMA in South Africa, who was in Lagos to prepare ground for the launch of the association in March 5, 2012, told BusinesDay that during the launching in Lagos, “stakeholders will be briefed on the benefits of the MMA and there would be a forum for telecom operators, senior marketing management on how to create revenue generating services to stimulate advertising and marketing income.”
There would also be roundtable and panel discussions about strategic issues such as short codes, regulatory matters, SMS best practices and other topics relevant to West Africa.
“The use of mobile marketing continues to grow globally as does the need and desire for the MMA to help provide structure for that growth.
It is no longer a question of ‘why’ mobile should be used to guide marketing approaches, but ‘how.’ We are therefore excited to be driving its development in a region which has already profiled a number of industry leading campaigns.”
The MMA’s primary focus is on consumer protection and privacy, given the importance of consumer satisfaction in maintaining a sustainable industry and promoting growth.
The MMA therefore strives to align its members and industry stakeholders generally with consumers needs and wants to ensure a positive mobile experience. Some of the fundamental elements to a positive consumer experience include choice, control, customization, consideration, constraint and confidentiality. Choice allows the consumer to opt-in to a mobile marketing programme.
Consumers have a right to privacy and marketers must therefore gain approval from consumers before content is sent. Consumers should have control of when and how they receive marketing messaging on the mobile phone and must be allowed to easily terminate or “opt-out” of an unwanted program.
Customisation allows the message content to be relevant and useful to the consumer as possible while under constraint the marketer must effectively manage and limit mobile messaging programs to a reasonable number of programmes.
Murphy said the industry must monitor and enforce consumer protection and privacy to ensure the success and integrity of the mobile content business.
MMA members include agencies, advertisers, hand held device manufacturers, wireless operators and service providers, retailers, software and services providers, as well as any company focused on the potential of marketing via the mobile channel.
The body also organises basic course that entails the principles of marketing. He said the course doesn’t turn the participant into an expert but it gives him or her a formal understanding of mobile marketing including location marketing, where the marketer can actually confine the message to a geographic zone.
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