MMA publishes guide to marketing mobile web and apps

The MMA (Mobile Marketing Association) has published “Getting Started — A Brand Marketer’s Guide to the Mobile Web and Mobile Apps: Not an Either/or Proposition.” Available as a free download, this white paper is designed to provide brands, agencies and other marketing professionals with a concise, hands-on guide for creating, measuring and monetising campaigns that feature mobile apps and mobile websites.

This follows research released by Google and the MMA (Mobile Marketing Association) at the MMA Forum in New York recently which demonstrated that: Smartphones are a frequently used gateway to the web; A significant number of smartphone users accessed the internet via their smartphone every day of the past seven days: US-58%, UK-55%, France-59%, Germany-45%, Japan-78%; And many users go online via their smartphones multiple times a day: US-53%, UK-49%, France-47%, Germany-42%, Japan-68%.

Smartphone users are engaging in a variety of activities on their phone: Smartphone users have looked for local information on their mobile devices: US-90%, UK-81%, France-83%, Germany-85%, Japan-90%; And these local information seekers have taken action after looking up local content: US-87%, UK-80%, France-83%, Germany-79%, Japan-80%.

“Getting Started — A Brand Marketer’s Guide to the Mobile Web and Mobile Apps” shows marketers how they can combine mobile apps and the mobile Web to create campaigns that are more effective and have greater reach than if they used only one of the channels. Today, more than 34 percent of U.S. mobile phone owners use mobile apps, and more than 36 percent use mobile browsers.