RCR WIreless News has published an interesting column by Laura Marriott, president of the Mobile Marketing Association.
Among the points that Laura makes is a call for mobile marketing solutions providers to keep it simple and provide actionable metrics across the entire mobile marketing industry:
"I heard a great comment from Brian Fetherstonhaugh, Chairman and CEO of Ogilvyone Worldwide, at the CMO Forum at Mobile World Congress in Barcelona, Spain, who told us that marketing has moved away from the 4 Ps of Product, Price, Promotion and Place and has instead, evolved to the 4 Es including Experience, Everyplace, Exchange and Evangelism. Does this not sound exactly like what mobile can deliver? A dialogue of engagement between brand and consumer?!
So friends, what can we do?! For starters, stop speaking in jargon! Brands don’t care about SMS, EVDO, MMS or 1XRTT. They care about what their brand goals and objectives are and how mobile can solve it for them. Barraging potential clients with a litany of jargon does nothing but create a fear of the complexities of mobile. Let’s keep it simple, let’s drop the terms, drop the jargon!
Metrics! The GSMA Association, working with all operators in the UK, has launched a measurement initiative to determine what data can consistently be derived from operator networks to help metrics and reporting. A great step forward. The Mobile Marketing Association is working on consistency of ad currencies and flows so that we can deliver qualified metrics on the performance of campaigns rather than different data according to vendor or network. These are great collaborative steps to help build consistent, quality metrics and measurement for our global industry."