Letzten Monat fragte unsere Gast-Autorin Ulrike Gagel „Mobile Advertising versus Mobile Marketing: Wo bitte gibt’s eine Definition?“ und heute lese ich, dass die Mobile Marketing Association MMA ihre Definition für das Mobile Marketing aus 2005 überarbeitet hat.
Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.
Die MMA weiter
The crux of the new definition lies in two parts of its taxonomy:
- The “set of practices” includes “activities, institutions, processes, industry players, standards, advertising and media, direct response, promotions, relationship management, CRM, customer services, loyalty, social marketing, and all the many faces and facets of marketing.”
- To “engage” means to “start relationships, acquire, generate activity, stimulate social interaction with organization and community members, [and] be present at time of consumers expressed need.” Furthermore, engagement can be initiated by the consumer (“Pull” in form of a click or response) or by the marketer (“Push”).
According to Mike Wehrs, President and CEO of the MMA, the new definition more accurately reflects the evolved nature and current capabilities of Mobile Marketing.
“Mobile Marketing involves a wide range of practices, and this definition clearly encompasses all of its different variations to properly convey the true power of the medium,” said Wehrs. “The new definition will help frame the activity range broadening the market overall around Mobile Marketing and encourage our ‘ecosystem’ to engage at every level.” [mehr]
Eine aus meiner Sicht gelungene Definition. Hoffentlich hilft sie wirklich.
[via Mobile Marketing Magazine]