MMA publishes fifth edition of mobile marketing journal

The IJMM is an educational resource created by the MMA Academic Outreach Committee. Designed to provide information on the mobile channel and its use for marketing, it includes 10 articles from academics, industry experts, thought leaders and global contributors.

Some of the featured articles are:

• A Five Point Measurement Framework for Mobile Advertising
  
• Understanding and Implementing Mobile Social Advertising
  
• Breaking Free from ‘Dotcom' Thinking in a Mobile World
  
• Mobile Marketing: From Marketing Strategy to Mobile Marketing Campaign Implementation
  
• Mobile Research in Marketing: Design and Implementation Issues

“The IJMM provides a medium to capture all of the research currently taking place in mobile marketing, not simply one facet, as demonstrated by the breadth of papers included in this issue,” said Michael Hanley, assistant professor of advertising at Ball State University and co-chair of the MMA Academic Outreach Committee.

“The Academic Outreach Committee is pleased to be able to present these contributions from so many industry leaders and educators who are committed to leading the growth of mobile marketing.”

The IJMM is just one of the many resources produced by the MMA each year. Other educational tools developed to help drive the creation of a sustainable ecosystem for mobile marketing globally include:

• US, APAC & EMEA Mobile Marketing Annual Attitude & Usage market research
  
• Code of Conduct for Mobile Marketing
  
• Consumer Best Practices (United States)
  
• Mobile Advertising Guidelines
  
• Mobile Marketing Industry Glossary
  
• Mobile Advertising Overview
  
• Understanding Mobile Marketing: Technology & Reach
  
• Off Portal - An Introduction to the Market Opportunity
  
• Mobile Marketing Sweepstakes & Promotions Guide
  
• Mobile Search Use Cases
  
• Introduction to Mobile Coupons
  
• Introduction to Mobile Search
  
• Short Code Primer
  
• MMA Member Directory

Each of these are all downloadable from the MMA website.

The MMA Academic Outreach Committee is led by Michael J Becker, iLoop Mobileand Michael Hanley, Ball State University. The MMA-IJMM is published twice a year and is only available through subscription via the MMA website. For more information on the journal, to submit articles or to purchase a copy, go to www.mmaglobal.com.