The most basic way to familiarize oneself with mobile marketing is to understand its definition. Mobile marketing can be broadly defined as marketing technique that utilizes mobile devices for advertising. However, mobile advertising could also be expanded to other moving devices such as billboards or technology road shows. However, these mobile marketing definitions are very vague and doesn’t quite capture the basic gist of the concept.
However, during November 2009 Mobile Marketing Forum, the Mobile Marketing Association announced an updated mobile marketing definition, to include more comprehensive details to help make people understand the term better. The Mobile Marketing Association (MMA) is the number one international non-profit trade association that was created to lead initiate the growth of mobile marketing and advertising as well as their related technologies. It has a 700-strong member companies from over 40 countries around the world. Themain headquarters is located in the United States but there are regional chapters on North America, Europe, Latin America, Middle East and Africa, and Asia Pacific.
According to the Mobile Marketing Association, properly defined mobile marketing refers as a set of practices that organizations can utilize to communicate and connect with their customers in an interactive a well as relevantt way by utilizing any mobile device or network. The enhanced definition of mobile marketing needs two more explanation that would convey the meaning. As a start, the set of practices can be appropriately defines as : institutions, activities, industry players, processes, advertising and media, standards, promotions, direct response, CRM, relationship management, loyalty, customer services, social marketing, and all the other elements of marketing. The second term that aptly describes ” connect with their audience” signifies to initiate relationships, acquire, generate activity, stimulate social interaction with organization and community members, and being at hand during the moment consumers express their needs. Additionally, establishing communication with the consumer can easily begin with a response or a click coming from the marketer
According to Mike Wehrs, President and CEO of MMA, the underlying framework in explaining the definition of mobile marketing is to provide greater understanding of this dynamic field of mobile marketing