MMA Challenges Conventional Thinking on Mobile Marketing With Groundbreaking Initiative

On Wednesday, the MMA announced the findings of a recently commissioned study that challenges marketers and agencies to “look deeper at how they are allocating billions of ad dollars in their marketing mix.”

Conducted with the assistance of Marketing Evolution, the study concludes that the optimized level of spend on mobile advertising for U.S. marketers should be, on average, seven percent.

Equally telling, perhaps, is that the analysis predicts it should increase to at least 10% over the next four years.

The study is just one component of the MMA’s new initiative “MXS,” which stands for Mobile’s X% Solution.

This is believed to be the first empirically based study of the rebalancing and optimization of a marketing mix to help marketers achieve a higher return on their marketing dollar investment, the MMA announced Wednesday.

“Media consumption habits are shifting towards mobile and it is our responsibility, as global marketers, to engage with consumers in the most meaningful way,” says B. Bonin Bough, Vice President of Global Media and Consumer Engagement at Kraft Foods. “At Kraft Foods, we’re committed to making a difference in mobile innovation, so I’m very pleased that the MMA is leading the industry with this valuable data.”

To have a closer look into more detailed data from the report, simply mosey on over to the MMA website by clicking here.