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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How service heterogeneity is impacting engagement

Marketers have long known the importance of standardising products to assure quality and consistency. For services, however, standardisation is much more complex.

Dr Chris Baumann

Associate professor, Macquarie University

Kindness matters in business: why the nice guys finish first

A recent 1000-page Royal Commission report on misconduct in Australia’s financial sector revealed hair-raising stories of excessive commissions, rampant mis-selling and charges levied on the dead. So how do you stop a bank from misleading its customers?

Nick Liddell

Director of Consulting, The Clearing

Myer vs. David Jones: Do cyborgs win?

As two of Australia’s stalwart brands in Myer and David Jones continue their respective journeys through troubled waters, it heralds yet another sign of the shifting business environment and shift towards an experience economy.

Tom Uhlhorn

Founder and strategy director, Tiny CX

nice article

meripadhai

5 things marketers need to do to get better in buy in when presenting

Read more

International business is closely related to marketing or marketing activities carried out by the company. According to Gitman and McDani...

Eko Prasetyo Utomo X

Salesforce: The age of the marketing campaign is over

Read more

Back in 1968 Holden began an appeal to customers who have an interest in competition. It did this with the introduction of the HK GTS 32...

Ben Tate

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Your blog post is really good and informative. Thanks for taking time to provide us this useful information with us.Auto wrapping uaeADF ...

Yes Machinery

Image intelligence:10 must-see infographics for marketers

Read more

A debt of gratitude is in order for sharing this marvelous information.I have taken in numerous things from your post

digitech Classes

Lumen CMO strives to make the brand synonymous with anti-ageism

Read more

Latest Podcast

More podcasts

Sign in