Agora Media Group Innovation Blog

The MMA has ‘significantly revised’ the definition of Mobile Marketing, as is written on their website, their new definition is:

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.

They then continue elaborating on two points within the definition:

1.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.”
2.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”).

I do not understand why institutions and industry players can be practices, at the max we can say that institutions and industry players will make use of these practices as deployers.
The emphasis on engagement and interactivity is what’s the mobile device has indeed involved to.
Secondly, pointing out to relevancy (and interactivity) is according to the technological capabilities: Personalization, Customization and Collaboration, thus making clear that Mobile Marketing will transform and go towards these standards as well as the Internet and TV, this comes back in the second elaboration where it refers to “[and] be present at time of consumers expressed need.”, being present when consumers want, with the content they want where they want (Location Based Services).

Wasn’t Mobile Marketing -as term- a self-explenatory definition?