The Mobile Marketing Association has announced that it will be publishing a tool for brands and agencies called The Mobile Marketing Playbook, in partnership with adidas, the sporting goods giants. The playbook acts as a step-by-step, start to finish guide for brands and agencies who want to leverage the full power of mobile in the marketing mix. The resource aims to explain how companies can effectively and consistently use mobile as a core piece of their overall marketing puzzle. It also goes into detail about the impact that mobile has had on marketing and helps marketers understand it. It provides information on how companies can optimise their mobile marketing strategies, ways in which to leverage all mobile platforms (smartphones, tablets etc.), and the sheer versatility of mobile as a marketing channel, which can be used locally, nationally and globally, giving brands the foundation to catapult their mobile efforts and gain a competitive edge.
The resource aims to explain how companies can effectively and consistently use mobile as a core piece of their overall marketing puzzle
The MMA (not to be confused with 'Mixed Martial Arts' of course) is the leading global trade association for the mobile marketing industry, so are perfectly placed to help marketers understand the sheer power of mobile in today's market. Sheryl Daija, the MMA's chief strategy officer, says "Mobile is inarguably the most global medium that marketers have in their arsenal today,” and believes that “Ensuring consistency in brand messaging and a consumer's brand experience around the world is no small task for marketers.” She says the guidance included in the playbook is “Practical, easily applicable to real strategies and accessible to all marketing team members," and that "Collaborating with a respected global brand such as adidas” has allowed them to keep it “Grounded and focused in real world application.”
Victoria Havens, global senior manager of mobile at adidas, says the playbook is a guide to “Build best practice guidelines and ensure (adidas') global approach to mobile is consistent." She says it allows the brand to “Fully grasp the power of mobile, making it an integral part of the marketing mix,” and is enthusiastic about sharing it with the industry at large. She says they felt “The creation of such a document will further drive the development of the mobile marketing industry,” and is “Delighted to work with the MMA” to launch it.
The guidance included in the playbook is “Practical, easily applicable to real strategies and accessible to all marketing team members." Sheryl Daija
As well as providing invaluable information to aid strategic discussion, creative thinking and successful marketing campaign execution, the playbook is packed with case studies from the MMA's archive of over 450, and provides insights from the recently launched Mobile Creative Framework. The document will be regularly updated to reflect shifts in consumer behaviour, mobile trends as they are introduced, and innovations that are continuously being developed through and with mobile marketing
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK. He has owned the same pair of adidas trainers for more than a decade.