MMA releases mobile marketing creative framework

Association analyses more than 450 successful mobile campaigns and activities to come up with five key benchmarks to brands to utilise

The MMA's Mobile Creative Framework site
The MMA's Mobile Creative Framework site

The Mobile Marketing Association (MMA) has released an Interactive Creative Framework aimed at helping marketers build and execute effective mobile campaigns.

The information is based on analysing more than 450 global mobile campaigns including winners of the association’s annual Smarties Global Mobile Awards Program. Brands included Delta, Dunkin’ Brands, Mercedes-Benz, Nike, O2 and Samsung.

Based on the common traits and different creative strategies, the MMA came up with five key benchmarks for how brands can approach mobile.

  1. The ‘Brand Activation Remote’ - Using mobile as a brand campaign unifier, bringing access, experience and commerce together along the path to purchase. According to the MMA, the opportunity for advertisers here is to use devices and campaigns to close the loop on prospects and leads, drive conversion, commerce and loyalty. Examples listed by the MMA include Omo’s Mobile Loyalty Program; Mercedes #youdrive campaign where viewers controlled the commercial using Twitter; and the Range Rover Evoque iAd, which developed an interactive tour of the vehicle for Apple iPad users.

  2. There is no time like the present - Addressing consumers in real-time via mobile by tapping into three ‘Ps’: Personal, pervasive and proximity. This approach includes shared experiences, native executions, location-based incentives and dynamic ad serving. Brands that have used this type of mobile activity effectively include Samsung’s ‘Life’s a Photo – Take it’ campaign for the Galaxy camera, which used Tumblr and custom media on mobile; and Quizno’s ‘Satisfying Hunger’ campaign, which was based on geo-targeted mobile ads.

  3. Content rules - The MMA identified compelling content at the heart of a range of successful mobile programs including games, music, stories and collectables. The common thread across these types of campaigns is immersive interaction between the brand and consumer. Brand examples include the Dunkin’ Donuts’ ‘Iced Coffee Creator’ customisation mobile game; and the Turbo Racing League mobile game app by DreamWorks Animation SKG.

  4. Enable bespoke consumer experiences - This is where brands are customising mobile experiences using preferences, tastes and needs to deliver more personalised interactions, the MMA said. Examples include O2’s ‘Priority Moments’ location-based loyalty program; and Nike’s FuelBand and online measurement system.

  5. A toolkit to get things done - Providing utility tools and calculators that enable consumers to be more efficient and save time, or enabling consumers to transact on the spot using their mobile device. Among those campaigns that have utilised this approach are BOS Ice Tea’s ‘Incredible Vendor Robot’ activated by tweets; and Johnson & Johnson’s Zyrtec AllergyCast App with symptom tracker.

In a statement, MMA CEO, Greg Stuart, said creativity and innovation are fundamental to brands successfully utilising mobile as a communications and engagement platform.

“These benchmarks provide marketers and their agencies with a concise framework on how to think more strategically about mobile across the purchase funnel as well as how to leverage uniqueness that only mobile can provide,” he said.

“We hope this will stimulate new ideas and help the industry continue to raise the bar on mobile creativity, effectiveness and further innovation.”

More mobile marketing insights on CMO:

Read more: Roy Morgan and Eyeota take consumer segmentation data to global programmatic marketplace

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

We all know that digital marketing in order to promote a brand, products and services is by the use of electronic media. The evolution of...

Helaina Berry

Predictions: 17 digital marketing trends for 2017

Read more

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Latest Podcast

Getting Intimate with CX Ep 5: Tammy Marshall, founder, The B Hive

How much of customer experience is having the foresight to know what those individuals might like, versus asking them? In Episode 5 of this new podcast series, BrandHook MD, Pip Stocks, talks with Tammy Marshall about the importance of asking your customers questions, how consistency plays a role in engagement, but how the unexpected adds extra value.

More podcasts

Sign in