Coke and Colgate back new $1m mobile research

Mobile marketing is the new big thing, everyone says so: Mark Zuckerberg (ruefully as he doesn’t have enough of it), new Talon supremo Eric Newnham and possibly people who are even more influential (assuming there are any).

So this big new $1m research project should be important. Rather than to try to decipher the thicket of acronyms – anyone? – here’s the press release.

New York: Today, during the MMA’s Mobile CEO & CMO Summit in the Dominican Republic, Greg Stuart (pictured), CEO of the Mobile Marketing Association (MMA), announced that the association has secured over $1 million in funding to launch the first-ever global, in-market research project that will evaluate the return on investment that mobile contributes to the marketing mix. Called for Smart Mobile Cross Marketing Effectiveness, the research will test real in-market marketing campaigns to determine the relative economic value of investing in mobile channels compared to traditional marketing channels.

Stuart previously led the landmark Cross Media Optimization Study (XMOS) series starting in 2002, turning it into the largest advertising industry research program ever conducted working with leading brands including McDonalds, Ford, Colgate, ING & many others. XMOS provided the first-ever opportunity for marketers to determine the optimal mix of internet media, TV, radio and print advertising drawn from real world, in-market results.

“We are extremely happy that the MMA is leading the charge with the Mobile Cross Marketing Effectiveness Study. With the radical shifts in consumer media consumption all around the world, it is vital that marketers get quantitative guidance from the industry on how to best optimize Mobile in the marketing mix,” said Jack Haber, VP, Global Advertising and Digital for Colgate-Palmolive, which was a leading participant in the original Cross Media Study, XMOS. “This research has the potential to transform how marketing budgets are allocated in the same way as XMOS did.”

Each study will provide a cross marketing channel return on investment analysis seeking to understand mobile marketing alongside traditional and other digital marketing channels in their ability to efficiently and effectively generate brand metrics (e.g. awareness, brand image or purchase intent) and/or sales, depending on a marketer’s goals. The results are expected to also provide insight into channel mix optimization as well as assess more clearly the role and relative value of each of the individual mobile channels, including Mobile Display, Rich Media (or other unique ad types), Video, Audio, Email, SMS and others. Studies are already planned for the United States, United Kingdom and Turkey.

“As we integrate mobile into our marketing mix, it is critical for a brand like Coca-Cola to gain global insights on our ROI across our worldwide spend,” said Tom Daly, Group Director, Global Connections, The Coca-Cola Company. “With its diverse global membership and the unparalleled expertise of its senior management in this particular type of research, the MMA is uniquely positioned to deliver essential quantitative metrics that we can use to guide allocations cross-media.”

The Coca-Cola Company and Colgate-Palmolive are among the distinguished companies on the MMA Global Board of Directors supporting and spearheading this landmark research.

Why don’t they just call it mobile marketing ROI or MMR? OK, maybe not.

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