Mobile Marketing Association Assignment Example | Topics and Well Written Essays - 750 words

Mobile Marketing Association - Assignment Example The essay critically analyzes the MMA, how and when it was founded, its objectives, and how to handle its activities to achieve its objectives. MMA was founded through the 2003 merger between the Wireless Advertising Association (WAA) and the Wireless Marketing Association (WMA)(Haig 205). WAA was then a non – profit association based in New York while the WMA was based in the UK. Since its development, the MMA supported 10-20 member companies till 2005 when effective mobile marketing strategies began making immense meaning in the United States. In 2007, the association established two national chapters in Spain and Austria and more regional branches for the APAC and EMEA. In 2010, the board of directors appointed Greg Stuart to serve as the global CEO of the Association. Before his appointment, Greg served as the Chief Executive Officer of the Internet Advertising Bureau. The MMA has its global headquarters located in New York. Also, it has regional operational offices in Latin America (LATAM), Europe/Middle East/Africa (EMEA), and Asia Pacific (APAC). MMA’s local council offices are located in 17 countries the world over. Mobile marketing activities advocated by the MMA are broadly classified into messaging, advertising, mCommerce, apps and CRM. The activities span over all mobile devices, including tablets and smartphones. Mobile Marketing Association members include AdChina, American Express, Dunkin’ Brands, Colgate-Palmolive, Google, Hewlett-Packard, Facebook, Group M, Kellogg Co., Hilton Worldwide, MasterCard, L’Oreal, Microsoft, Inc. Pandora Media, and McDonalds. Additional members include Mondelez International, Proctor & Gamble, The Coca-Cola Company, R/GA, Unilever, The Weather Company, Walmart, Visa, xAd, Vodafone and Zenith Optimedia among other companies(Association 1). The MMA’s mission is anchored on four core pillars; cultivating inspiration,