5 Pillars of the Mobile Marketing Industry
Effectiveness depends partly on the actions of the industry as a whole. That's where the "educate" pillar comes in. The MMA's certification program is designed to educate marketing professionals about how to use the mobile channel effectively and appropriately.
That process starts with protecting the consumer experience and the efficiency of the market's systems so that all players can grow their businesses in a sustainable fashion. Industry-standard guidelines such as the MMA's "U.S. Consumer Best Practices" and "Code of Conduct for Mobile Marketing" are part of the "guide" pillar, which enables the self-regulation that helps grow the mobile opportunity.
The MMA's role as guide includes providing a framework so that the mobile industry can create these kinds of documents, which ensure that brands, agencies, developers, carriers and other ecosystem members are all on the same page — and moving forward.
Promote, measure, educate, guide and protect. Five verbs that provide focus and momentum to the ongoing development of a burgeoning industry. Everyone can contribute, you just have to find the area that excites you the most, jump in and get engaged.