10 Mobile Marketing Takeaways from the MMA Forum LA

A few weeks ago I attended the MMA Forum Los Angeles, presented by the Mobile Marketing Association (MMA). When I heard some of the traffic numbers from the presenters, it was hard not to be amazed at how fast mobile has grown since I attended the MMA Forum LA 2010, just one year ago.

The first day luncheon keynote was delivered by ESPN, which has achieved enormous success on the mobile platform. Their mobile web site had 10 million people visit each of the last two Sundays in September 2011. Here are 10 points on mobile marketing worth noting from their presentation.

The points here are applicable to both event marketers tasked with driving attendance and registration, and those responsible for selling ads and related media products to generate incremental revenue.

(1) Mobile traffic is going through the roof.

(2) Establish user experience objectives and then confirm with your audience that you are delivering against them.

(3) Mobile buys provide a different audience than digital media buys.

(4) Mobile provides lift to digital media buys.

(5) Optimize experience by device.

(6) Don’t judge campaign effectiveness by CTRs alone—look for other metrics.

(7) There is more mobile ad inventory than demand which is affecting pricing.

(8) Take a device agnostic sales approach, ad products should follow content not device.

(9) Collaborate with clients to best leverage your mobile media, i.e., develop creative for them.

(10) Test, open up new mobile initiatives to a small group first, and build out incrementally.

I will be discussing several of these points at the “Leveraging Mobile Marketing to Drive Attendance, Engagement and Value” session on Dec. 8, 2011 at IAEE’s Expo! Expo! in Las Vegas.

Posted on December 1, 2011