CMO Exchange: Great of you to join us. I’ve got five quickfire questions for you today. Firstly, the MMA helps organisations and individuals to derive more results from their mobile marketing. Can you tell us a little more about the work that you do and what primary obstacles you typically see enterprises facing with regard to mobile marketing today?
P Berney: Big question to start off with.
CMO Exchange: Big opening question.
P Berney: The mission of the MMA is to make mobile an indispensable part of the marketing mix, so it’s our job to make mobile marketing so effective that every organisation wants to use it in any campaign with any product or service. And we do that through concentrating our efforts on what we call five building blocks. So we work to promote the channel and individual member companies. We work to educate brands and organisations and agencies. We work to provide measurements, metrics and insights that help people make their investment decisions and know you should expect from mobile. We work to provide guidance on best practice and standards. And we work to protect the industry; in other words, public policy, to represent them.
I think you can summarise all that down, like any good trade association would do, to say we work to do two broad things, really, which are: we work to stimulate demand in mobile and we work to reduce friction. In other words, to make it easier for buyers to buy and sellers to sell.
If you look at the five main tasks that we do, they also address probably what we would see as the five main obstacles. So, if you turned them around and looked at them the other way around, promotion is there because we need to stimulate more demand in the marketplace. Education is there because there isn’t enough understanding amongst organisations as to how to use mobile and where it fits. The measurement is there because people need reassurance in making their investment decisions. Similarly, the need for guidelines is there to make it as easy as possible for people to work together. And, obviously, in terms of protection, we need to overcome the obstacles of regulation that can impede the growth of the market.
Paul Berney is due to speak at the CMO Exchange from 18 - 20 June, 2012 at the Novotel West London, UK. For more information, visit www.customerexperienceexchange.com. He will also be speaking at the Enterprise Mobility Exchange coming up 21st - 23rd May in Rotterdam. For more information, please visit: www.enterprisemobilityexchange.com,contact the Exchange team on exchangeteam@
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