MMA Announces Mobile Marketing Award Winners; Optism Recognized For Mobile Youth Research & Insights » mobilegroove

It’s official! The Mobile Marketing Association (MMA) Forum event has recognized the industry’s best and brightest for their outstanding achievements and work to advance the adoption of mobile in marketing.

The winners of the Sixth Annual Global Mobile Marketing Awards, chosen from XX finalists, include a top-notch line-up of brands and agencies that have harnessed mobile for branding, promotion, social impact and relationship building. (Full list below.)

Mobile youth research

The relationship between mobile operators, agencies/media buyers and brands is the focus of countless value chain charts and graphs. However, the key stakeholder in this emerging business ecosystem is the individual.

Understanding what real people expect (demand) of their mobile marketing experience is fundamental to delivering effective campaigns and advancing the industry. Quantitative and qualitative research that provides deep insights on consumer attitudes is invaluable – particularly as the industry shifts its focus from evangelism to execution.

Yesterday the MMA formally recognized Alcatel-Lucent for its work in this area and presented the company with the Academic Of The Year Award for the path-breaking research conducted by its Global Youth Lab.

To provide the industry a clearer idea of how (and how often) consumers would like to interact with brands on their mobile phones, Alcatel-Lucent – through its Global Youth Lab — has undertaken extensive grassroots research and surveys to uncover new information about youth attitudes toward mobile marketing.

Specifically, the lab surveyed some 2,200 digital natives aged 13 to 25 across 11 countries. It has also used this one-on-one interaction with Millennials to explore their sensitivities around opt-in and their views about privacy, profiling and receiving advertising that is aligned with preferences they volunteer, such as hobbies and interests.

Permission and preferences

The scope of this project and the eye-opening consumer insights it has produced have sparked interest and debate. (I have also drawn from these exciting findings to write my contribution to an upcoming book about how brands and companies can/must market to Millennials slated for publication in the New Year.)

Among the key data points:

• 76 percent of youth surveyed felt it was important for advertising to be based on their interests and preferences

• 81 percent of respondents said it is important for a company to ask their permission – period – before sending them an ad-supported text or picture message

• 71 percent said they were willing to answer at least four questions about their preferences to enable brands to deliver them relevant messages

This post via the Optism blog (Optism is the permission-based mobile marketing solution offered by Alcatel-Lucent) outlines the findings and offers a selection of quotes from the survey interviews that speak volumes – literally.

Additionally, my ongoing series of virtual roundtable audio interviews with youths from Brazil, the U.S. (and next week India) sheds new light on mobile marketing attitudes. The series is sponsored by Optism, which has also provided me unlimited access to mobile youths around the world to find out what they want from mobile marketing and what they consider to be spam.

My take:

The MMA Award recognizes Alcatel-Lucent for research that exposes consumer attitudes and confirms consumers’ concerns about privacy (which the research also shows can be effectively mitigated if we put people in control of the experience). This is hugely important and dovetails well with the insights Michael Becker — North America Managing Director for the Mobile Marketing Association (MMA) and author of several mobile marketing resources, including Mobile Marketing For Dummies – provided in his last podcast with me. People want what they want – and they want to be asked first. More on the research in my guest column over at Mobile Marketer next week.

* * * **

Full list of MMA Award winners

Best Use of Mobile Marketing for…

Branding

• North America – Crispin Porter + Bogusky BK King’s Phone

• Central & Latin America -Bluemessaging, SMS Cinema Guide

• Europe, Africa and Middle East -Mobile Dreams Factory & Clanmo, 2010 IKEA Interactive Catalog

• Asia Pacific -Affle & Maruti Suzuki, Sports Sponsorship Goes Mobile

• Global – Affle & Maruti Suzuki, Sports Sponsorship Goes Mobile

Cross Media Integration

• North America – OMD; Dockers; DraftFCB, Shazam It

• Central & Latin America – Queen Mob, Follow the Queen

• Europe, Africa and Middle East – SilverstoneCIS│South African Government Communication 2010, South African Government 2010 FIFA Soccer World Cup Mobile Communications Platform

• Asia Pacific – Madhouse Inc., Pepsi Music Revolutionary on Mobile

• Global – SilverstoneCIS│South African Government Communication 2010, South African Government 2010 FIFA Soccer World Cup Mobile Communications Platform

Direct Response

• North America – MS&L Group; maurices, maurice’s Mobile Style Club

• Central & Latin America – ADDCEL, Mobile Platform for Govenor Candidate

• Europe, Africa and Middle East – Mobitainment South Africa, Surf Pick a Box

• Asia Pacific – Cherrypicks, HKTDC 720 Mobile Marketing Innovation

• Global – Mobitainment South Africa, Surf Pick a Box

Product/Services Launch

• North America -The Hyperfactory, Trojan Fire & Ice

• Central & Latin America – Future Group, Nestlè Receitas

• Europe, Africa and Middle East – Mr Price Group Financial Services

• Asia Pacific – The Hyperfactory, Clinique 3-Step Product Launch & Sampling Campaign

• Global -Future Group, Nestlè Receitas

Promotion

• North America – appssavvy, Powermat on MyTown

• Central & Latin America – Inalambria, Texaco Unbeatable Promotion

• Europe, Africa and Middle East – Coca-Cola Great Britain, Gimme Credit ? Every Pack Gets 50p Mobile Credit

• Asia Pacific – iconmobile, The North Face Red Flag Campaign

• Global – Inalambria, Texaco Unbeatable Promotion

Relationship Building

• North America – The Orange County Transportation Authority, Text4Next

• Central & Latin America -AndinaTech, Mobile Survey Platform: Collecting Data For Excellence Purposes

• Europe, Africa and Middle East – Mr Price Financial Services

• Asia Pacific – Cherrypicks, MTR Mobile iPhone Application Campaign

• Global – Mr Price Financial Services

Innovation

• North America – The Hyperfactory, Intel Work Smarter – USA

• Central & Latin America – Ginga Mobile, Carefree

• Europe, Africa and Middle East – Mobilera, Cornetto Multiplayer Interactive Wall Projection Mapping Game

• Asia Pacific – Aircel Ltd, Aircel Pocket Internet

• Global – Ginga Mobile, Carefree

Social Impact

• North America – Mobile Giving Foundation, Mobile Giving and Haiti

• Global – Mobile Giving Foundation, Mobile Giving and Haiti

Academic of the Year

• Alcatel-Lucent, Alcatel-Lucent Market & Customer Insight Mobile Advertising Quantitative Study

Individual Achievement

• Melis Turkmen Ertem

Overall Excellence

• Kraft Foods

Lifetime Achievement

• Louis Gump, vice president of mobile at CNN, Atlanta

This entry was posted on Thursday, November 18th, 2010 at 4:16 pm and is filed under Briefing Rooms, Featured, Mobile Marketing, Optism. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.