26 May 2011 | Author: C. Tate
The Mobile Marketing Guide describes the current state of play for marketing in the mobile industry. Created with the assistance of Simon Andrews at Addictive Mobile, the guide includes tips for advertisers running mobile campaigns. For clients, the guide provides important questions to ask agencies who pitch them mobile advertising.
Help on how to report and measure mobile and digital activity is provided by the Digital Measurement and Analytics guide. This guide informs clients on just what they should be measuring and how to report their findings in an effective manner.
"The guide undoubtedly will help marketers position mobile within their advertising campaigns and clearly demonstrates how mobile binds channels together," said Charlie Hunter Schyff, head of media planning at O2, who contributed to the mobile marketing guide's creation.
"It tackles the sheer scale of the mobile ecosystem from the instancy of messaging, the innovation of location-based services and social media, and the power of search right through to understanding how to close the loop with mobile redemption, m-commerce and the rising adoption of near field communication."
The release of these two documents follows on from the Briefing an Agency Guide produced in March in conjunction with the Institute of Practitioners in Advertising, the PR agency body PRCA and the Marketing Agencies Association.
Best practice guides for mobile marketing and digital measurement launched by ISBA
The Advertising Association ISBA has published two best practice guides for the industry, boosting resources for digital reporting and mobile campaigns.The Mobile Marketing Guide describes the current state of play for marketing in the mobile industry. Created with the assistance of Simon Andrews at Addictive Mobile, the guide includes tips for advertisers running mobile campaigns. For clients, the guide provides important questions to ask agencies who pitch them mobile advertising.
Help on how to report and measure mobile and digital activity is provided by the Digital Measurement and Analytics guide. This guide informs clients on just what they should be measuring and how to report their findings in an effective manner.
"The guide undoubtedly will help marketers position mobile within their advertising campaigns and clearly demonstrates how mobile binds channels together," said Charlie Hunter Schyff, head of media planning at O2, who contributed to the mobile marketing guide's creation.
"It tackles the sheer scale of the mobile ecosystem from the instancy of messaging, the innovation of location-based services and social media, and the power of search right through to understanding how to close the loop with mobile redemption, m-commerce and the rising adoption of near field communication."
The release of these two documents follows on from the Briefing an Agency Guide produced in March in conjunction with the Institute of Practitioners in Advertising, the PR agency body PRCA and the Marketing Agencies Association.
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