A mix of "buyers, sellers and enablers" will be on hand for this week's MMA Forum in San Francisco, with the goal of providing a frank and revealing assessment of mobile marketing today and what can be expected in the future, said Michael Becker, MMA North America managing director. "So we are progressing the dialogue from 'why mobile' to discussing mobile as it relates to the centerpiece of the consumer experience. It is about reviewing what is working in terms of mobile practices and platforms, as well as how mobile is being measured to yield insights that can strengthen efficiencies within our marketing spend," Becker said.

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