Lost In the Sea of Mobile Marketing? Try This Playbook

8/7/2014
The Mobile Marketing Association (MMA) and adidas released The Mobile Marketing Playbook, created as a tool for brands and agencies to explain when, where and how companies can consistently use mobile around the globe as core to their marketing efforts. The playbook also provides insight on how marketers can understand the impact mobile has in the marketing mix.

"Mobile is inarguably the most global medium that marketers have in their arsenal today. Ensuring consistency in brand messaging and a consumer's brand experience around the world is no small task for marketers," said Sheryl Daija, chief strategy officer of the MMA. "Collaborating with a respected global brand such as adidas has allowed us to keep this valuable tool grounded and focused in real world application and helps to ensure that the insight and guidance included in the playbook is practical, easily applicable to real strategies and accessible to all marketing team members."

The Playbook takes marketers through the process of mobile strategy development from start to finish. It provides best practices around mobile executions, ways to leverage the myriad mobile vehicles, insights into mobile creative effectiveness and how companies can effectively measure and optimize mobile. Aiming to demonstrate to marketers the versatility of mobile as a marketing channel, the document provides a consistent resource to educate marketing organizations locally, nationally and globally.

"The Playbook is our guide to help establish test and learn priorities, build best practice guidelines and, perhaps most importantly, to ensure our global approach to mobile is consistent," said Victoria Havens, global senior manager, mobile, adidas. "It allows our entire brand to fully grasp the power of mobile, making it an integral part of the marketing mix. We felt the creation of such a document will further drive the development of the mobile marketing industry and are delighted to work with the MMA to launch this resource as we share it with the industry at large."

The collaborative insight from the MMA and adidas provides an indispensable tool to aid strategic discussion, creative thinking and successful marketing campaign execution. Filled with case studies from the MMA's over 450 case study hub as well as insights from the recently launched Mobile Creative Framework, the Playbook provides a foundation for brands to catapult their mobile efforts and gain a competitive edge.

In order to continue to address the ever-changing needs of and challenges faced by marketers, the document will be regularly updated to reflect shifts in consumer behavior, mobile trends as they are introduced, and innovations that are continuously being developed through and with mobile.
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