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The Human Connection and Purpose Driven Strategies are at the Forefront for Top Mobile Marketers According to the MMA

The Mobile Marketing Association (MMA) announced the release of the 2015 Mobile Trends Report.  The report analyzed this year’s winning campaigns from the MMA Smarties Global Awards and Cannes Mobile Lions, and found a focus by mobile marketers on “deepening human relationships and leveraging the best that mobile has to offer to do so.”

The Mobile Trends Report was developed by the MMA in partnership with Millward Brown.  The report cross-references case studies from MMA’s Global Smarties and Cannes Mobile Lion finalists, in addition to those on the short list, in order to identify the characteristics common to the campaigns, and to also identify the emerging, effective mobile marketing trends.

The prevailing theme in 2015 was identified by this report as purpose-driven strategies “rooted in human need.”

According to Sheryl Daija, Chief Strategy Officer, MMA, “In our analysis of this year’s winning campaigns from the MMA Smarties Global Awards and Cannes Mobile Lions, there was a consistent trend of marketers using mobile to spark real, human connections—brands using the directness of the mobile channel to demonstrate a deep commitment to their consumer relationship.”

Successful tactics of the winning campaigns included:

-Two-way conversations to allow for customization and personalization.

-Strong focus on social tools.

-Integrated approach.

-Executions supporting interactivity or co-creation and active participation.

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