adidas partners with MMA on Mobile Marketing Playbook


adidas is aiming to drive the development of the mobile marketing industry with the introduction of a new resource created in partnership with the Mobile Marketing Association (MMA).

The Mobile Marketing Playbook – available for members of the MMA – has been designed to help encourage brands and agencies alike to leverage the power of mobile as a core part of their marketing mix.

It explains when, where and how companies can consistently use mobile around the globe, taking marketers through the process of mobile strategy development from start to finish. It also provides “best practices around mobile executions, ways to leverage the myriad mobile vehicles, insights into mobile creative effectiveness and how companies can effectively measure and optimise mobile”.

Said Sheryl Daija, chief strategy officer of the MMA: “Mobile is inarguably the most global medium that marketers have in their arsenal today. Ensuring consistency in brand messaging and a consumer’s brand experience around the world is no small task for marketers.”

Added Victoria Havens, global senior manager of mobile at adidas: “The Playbook is our guide to help establish test and learn priorities, build best practice guidelines and, perhaps most importantly, to ensure our global approach to mobile is consistent. It allows our entire brand to fully grasp the power of mobile, making it an integral part of the marketing mix.”

The Playbook also has numerous case study examples. It will frequently be updated to reflect consumer behaviour shifts, and new mobile trends and innovations.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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