MMA show in New York shares case studies and looks to future of mobile

Share this article:
Today the Mobile Marketing Association kicked off their New York Forum with a number of brands, mobile vendors and industry experts.

The mid-town Manhattan event, which was pretty well attended considering the bad economy and the fact that Internet has about a thousand things to do this week, included a number of interesting panels on the opportunities, the challenges and the issues that are facing mobile marketing community today.

For Mike Wehrs, the president/CEO of the MMA, measurement is an important issue. In his keynote address, he discussed the fact that while the industry has been great about measuring specifics in mobile, there is still the challenge to build an industry standard. Meaning that while marketers have been great about building out their measurement on specific campaigns or for specific Apps, but there still needs to be a more holistic industry wide standard.

The conference also addressed the growing role of the Mobile App. According to Traci Van Deventer, director of mobile products at The Weather Channel, engagement in The Weather Channel’s mobile application is much deeper than engagement on their mobile Web property.

One of the great things about the show was all of the case studies. Jon Stross, VP/GM of International BabyCenter spoke about how BabyCenter used personalization and time sensitive messaging to reach pregnant women on the mobile phone.

An executive from the MGM Grand Hotel and Casino spoke about using SMS shortcodes in conjunction with billboards and e-mails to help make customers interact. The brand has found that using a billboard with shortcodes near Barstow, CA, a town in the Mojave Desert outside of Las Vegas, to target people driving to Las Vegas from Los Angeles to result in room reservations. “Interestingly, 20% of the people who drive to Las Vegas from Los Angeles, go there without room reservations,” said Michael Perhaes, assistant VP, marketing, MGM Grand Hotel and Casino.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

What (Truly) Matters to Millennials

What (Truly) Matters to Millennials

A recent study reveals the things that millennials really care about—and what moves them to make a purchase.

The Long, Hard Road to Marketing Sophistication

The Long, Hard Road to Marketing Sophistication

If there are times when you feel like you're way behind on the customer journey, well, you probably are. But so is nearly everyone else.

What Top Marketers Read to Get Inspired

What Top Marketers Read to Get Inspired

DMN's 2014 40 Under 40 Award winners have a bevy of business books on their must-read lists.