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Why your association needs a mobile marketing strategyHow many times a day do you use your smartphone? Think about frequently asked questions from your current members: are there ways you can facilitate those into a mobile app?
Could you update the search functionality on your current site so that it’s mobile-friendly?
Is there a way to provide text updates during your association’s annual conference or check-in information and maps for those looking for more information? It’s not just large corporations and businesses that stand to benefit from mobile marketing. You may understand the importance of mobile marketing, but there could be a disconnect with senior leaders or your C-suite. My point is: You need to immerse yourself in the technology through which your association will grow.
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In 2015, as South African consumers, we find ourselves cosily ensconced from three sides by two Acts and a Code of Conduct. The mobile medium has moved beyond hype and early adoption and is touching the mainstream consciousness in advertising and media.
It’s great to see the growth in awareness of the importance of mobile with regards to communication strategies.
South Africa’s premier Mobile Industry Awards event announces it’s inaugural finalists, putting innovative local mobile campaigns on the map. Mobile has sparked a new world of media in which every object is a medium and every place is an opportunity for a message.
The Mobile Marketing Association (MMA) South Africa is part of the global non-profit trade association that represents all players within the mobile marketing value chain. The Mobile Marketing Association (MMA), the leading global trade association for the mobile industry, announced today the addition of nine new industry leaders to its EMEA Board of Directors serving for a two-year term with immediate effect. Today the Mobile Marketing Association (MMA) announced the appointment of John Costello, President, Global Marketing and Innovation, Dunkin’ Brands, as the new Chairman of its Global Board of Directors at the opening of the association’s New York Education Forum in New York City. The Mobile Marketing Association (MMA), the leading global trade association for the mobile industry, today announced the revealing results of the first-ever Mobile Video Benchmark Study.
New kid on the mobile block MaxAxion launched this year at the Mobile World Congress in Barcelona with an offering allowing advertisers access to mobile traffic throughout Africa in the form of display, SMS and USSD inventory. If you would like to take part in the MMASA Internship programme, please email Samantha van Putten noting your company name and description and the duties you would like the intern to perform.


By Nicolle Harding In the wake of household name magazine FHM closing down this week, it’s gotten me thinking…how is it that such a strong print publication has seen it’s demise over a short 6 year period.
The mobile phone is now firmly entrenched as a part of the marketer's toolkit -- but the art of successful mobile marketing is still relatively young and rapidly evolving. To promote literacy in South Africa, NATIVE VML’s Mxit e-reader app, bookly, is now expanding into a writing platform. Airtel Africa has appointed RAMP (Real African Media Partners) as its mobile advertising partner to serve mobile adverts to Airtel customers in 17 countries across Africa. Native ads running on a sample messaging app Singapore, January 30, 2014 – InMobi, the world’s largest independent mobile advertising network, today announced the launch of its Native Ads platform that allows app developers and mobile publishers to deliver an engaging, in-context, native ad experience to their end users, with minimal development effort. In the fifth annual release of the MMA's Mobile Review of AMPS 2012AB, some startling statistics are confirming that "nothing will get a marketer closer to their consumers, than mobile - especially in South Africa" - says Raymond Buckle, CEO of SilverstoneCIS and outgoing Chairman of the Mobile Marketing Association's South African Council. With 128% mobile penetration in South Africa, there are more active SIM cards than there are people in this country. Two non-executive board members have joined the Digital Media and Marketing Association (DMMA), representing key players in the market - media planners and mobile - with the purpose of strengthening ties with these important stakeholders.
The Protection of Personal Information Act was signed into law in November 2013 and 2014 should see some frantic activity as marketers review their privacy policies and rewrite their standard operating procedures for processing customers’ personal information. The MMA is the world’s leading global non-profit trade association comprised of more than 800 member companies, from nearly fifty countries around the world. The MMA therefore strives to align its members and industry stakeholders generally with consumers needs and wants to ensure a positive mobile experience. The industry must monitor and enforce consumer protection and privacy to ensure the success and integrity of the mobile content business.
Fabiano Destri Lobo, is a born entrepreneur with over 15 years experience in multi-cultural planing and business development of high technology in the telecom, communication and marketing segments in Latam. Not only is mobile marketing one of the hottest topics amongst marketing strategists, (some say mobile is going to be bigger than the TV, radio and computer–combined), it is a great way to facilitate engagement and convert more users to membership within your organization. This means you no longer determine when and where conversations happen about your association. Know the facts before going all out with your mobile plan and have the statistics to back up your theories.
He couldn’t survive free even for one particular second during the wedding ceremony time. There seems to be a real buzz building about mobile and it’s my belief that 2015 will hold really exciting progress both for the industry and MMA SA. There is no other platform that is as personal, as pervasive, and provides the opportunity for proximity to connect with consumers in the right place and time.
To this end, the MMA SA is active in the promotion, establishment and growth of the mobile marketing and advertising industry in South Africa. They join an active board drawn from the marketer, agency, media owner, tech enabler, research and Telco communities who along with the country council chairs represent businesses across Europe, the Middle East and Africa.


While the public outcry has started to die down slowly, mobile advertising and native ads are clearly here to stay. Consumers should have control of when and how they receive marketing messaging on the mobile phone and must be allowed to easily terminate or “opt-out” of an unwanted program. Data supplied by the consumer for marketing purposes should be used to tailor such marketing to the interests of the consumer (e.g.
The consumer must receive or be offered something of perceived value in return for receiving the communication (product and service enhancements, entry into competitions etc.).
The marketer must effectively manage and limit mobile messaging programs to a reasonable number of programs.
In 2007, he started in the mobile marketing arena with proximity marketing and intercative projects in Brazil. Established in 2008, the MMA now boasts over 70 members, providing them with valuable information such as the latest statistics, case studies, insights from the African continent, specials on events and training. Our consortium includes brand marketers, agencies, enabling technologies, media companies and others. Consumers have a right to privacy and marketers must therefore gain approval from consumers before content is sent, and include clear directions on how to unsubscribe from communication should it become unwanted. In 2009, partnered up with the Ginga Agency to launch Ginga Mobile, a specialized business unity focused in developing products and services for brands and agencies in the mobile segment. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Targeting user consumer data made available to the marketer helps to eliminate spam, making content as relevant and useful to the consumer as possible.
In 2010, launched Gotcha Mobile, a company focused in consulting and planning for mobility projects in Latam serving agencies and brands. Among the clients served throughout the past years are: Audi, Brookfield Incorporations, HP, Loreal, Ambev, Unilever, Santander, nova Schin, Embraer, Coca-Cola, Samsung, Nokia, Paris Films, Petrobras, Johnson, MTV, Samsung and many others.
Fabiano became one of the leaders in the mobile marketplace in Latam due to his strong involvement with the Mobile Marketing Association and the delivery of great mobile marketing campaigns that generated memorable experiences. Download a few that are association-based (Maryland State Bar Association has one for its 20,000+ attorneys and judges) to see how they work. In 2010, Ginga Mobile, was awarded the 2010 MMA Global and Latam prize for Innovation in a mobile marketing campaign, with the launch of a proprietary platform (Ginga.Phone), for Carefree Interactive Movie Theater and in 2011, Ginga Mobile was awarded the MMA Latam prize for innovation, with another proprietary publishing platform for tablets with NOO Mag.



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