GLOBAL – JUNE 2011 – The Mobile Marketing Association (MMA) has published “Getting Started — A Brand Marketer’s Guide to the Mobile Web and Mobile Apps: Not an Either/or Proposition.” Available as a free download, this white paper 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% of U.S. mobile phone owners use mobile apps, and more than 36% use mobile browsers.
The 14-page white paper covers topics such as the three main app types, the four main types of mobile websites, a comparison between apps and the mobile web, tips for building consumer awareness of mobile apps and mobile Web offerings, analytic tools, monetization and best practices.
The author of “Getting Started — A Brand Marketer’s Guide to the Mobile Web and Mobile Apps” is Kathryn Koegel, a media and marketing consultant whose experience spans online, print, TV and mobile. A regular contributor to Ad Age, Koegel has held executive positions at Phase2Media and DoubleClick, and her consultancy, Primary Impact, works with clients such as The Weather Channel, Placecast Mobile, FreeWheel TV, Audience Science, The Coalition for Innovative Media Measurement, Collective Media and the National Newspaper Network.
“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,” said 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.”
Download the white paper here.
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