Mobile Marketing Association Publishes ‘Brand Marketer’s Guide to the Mobile Web and Mobile Apps’

On Tuesday, The Mobile Marketing Association (MMA) published a read marketers everywhere will want to put on their readings glasses for – “Getting Started – A Brand Marketer’s Guide to the Mobile Web and Mobile Apps: Not an Either/or Proposition.”

The MMA is making the white paper available at no charge as a downloadable publication.

Quite the comprehensive work, author Kathryn Koegel delves deep into the heart of today’s most effective and proven branding strategies when employed via the most cutting edge tools in the mobile realm.

In a press release issued this afternoon, the MMA states that the document is designed to provide brands, agencies and other marketing professionals “with a concise, hands-on guide for creating, measuring and monetizing campaigns that feature mobile apps and mobile websites.”

“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.

“As the rise of the mobile Web grows and the development and usage of mobile apps continues unabated, we want to give the brand marketer a framework for debate and discussions,” says Michael Becker, MMA Managing Director, North America. “As the title indicates, savvy marketers understand that the mobile Web and mobile apps aren’t an either-or choice.”