MMA chief: Research key to inspiring marketers to go mobile

12/13/2012 | MediaPost Communications

Mobile is becoming ever more integrated into consumers' lives, but marketers may be holding back because they "need the security of research," says Mobile Marketing Association CEO Greg Stuart. The MMA is looking to fill that need, beginning with its Mobile X% Solution that showed marketers should, on average, be allocating 7% of their budgets to mobile. Looking ahead, the MMA's Smart Mobile Cross Marketing Effectiveness study, due next summer, will assess the how mobile channels and platforms work with other media.

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