Mobile Marketing Association reports unprecedented growth in 2008

Rating: MMA goes into 2009 stronger than ever before

The Mobile Marketing Association has issued a release announcing that 2008 was the biggest growth year that it has seen so far, and also the biggest year for mobile marketing in general.

What are the key points?

- The MMA has acquired over 200 new members in 2008, an increase of 40% over 2007 membership.
- The MMA has made it’s global presence much larger this year. It created a new branch for Latin America and set up local councils in the UK, India, South Africa and Ireland. Also in 2008, for the first time, MMA Awards were given to companies from every geographic region.
- Thanks to strong participation and help from various member companies, the MMA was able to publish a wide variety of guidelines, educational tools and industry research. These documents are freely available to all members from the MMA website.

From the release:

“2008 has really been one of the most productive years yet for the industry, the MMA and our members. We’ve experienced tremendous forward momentum in mobile marketing education and guidelines, and further extended our global reach, creating greater opportunities to leverage knowledge and experience across our member base. The MMA membership has been at the forefront of driving innovation, fostering positive change, and supporting a healthy mobile ecosystem,” said Laura Marriott, MMA President.  “As I prepare to leave the MMA in 2009, I’m confident that by continuing to collaborate and innovate as an industry, across geographies, companies and trade organizations, it is realistic to expect mobile to represent a significant portion of media budgets within the next five years.”

What we think?

The huge expansion of the MMA in 2008 can only be viewed as a good thing. Companies from all walks of life and industries began to view mobile devices as a truly valid channel for advertising. It was during 2008 that the phenomenon of the “third screen” really started to be talked about, and the mobile phone was officially accepted as a form of mass media.

There have been many misgivings though. More than one source worries that 2008 has been the boom year we’ve been waiting for, and that it might not ever be this good again. Either way, the MMA must be happy that it’s going into 2009 from such a position of strength… it’s doubtless going to help if there’s lean times ahead.