""MMA has always been about the future, which is what mobile was at one point. Now we've just broadened that to a bigger, better orientation of the future," said Stuart, who believes he can expand MMA's membership revenue as much as four- or five-fold. Currently, "it's only 20-25% of its potential, we can grow 5x. We're big, and we have incredibly influential people at the table, but we don't have everybody at the table.""
"The marketing organization known as MMA Global, and headed by Greg Stuart for the last decade and a half, is again renaming itself while still employing two Ms and an A - this time to the Marketing + Media Alliance. The move, to be announced today, represents the organization's intent to showcase the nitty-gritty marketing work it has been doing on behalf of its 825-member base of marketers. And it's a far cry from 2010 when Stuart took over the Mobile Marketing Association, it's first moniker."
Marketing + Media Alliance is the new name for MMA Global, emphasizing practical marketing and media work for an 825-member base. Greg Stuart has led the organization for the last 15 years and traces its roots to the Mobile Marketing Association in 2010. The organization pushes members to run trials, pilot tests and marketing experiments to modernize practices that university courses often leave outdated. MMA aims to expand membership revenue four- to five-fold from a current penetration of roughly 20-25% of potential. As a not-for-profit mainly composed of CMOs, MMA has spent 18 months focusing on generative AI and other AI tools, funding more than two dozen AI-driven ad personalization experiments that produced average performance lifts of +160% and as high as +272%, and has developed a growth framework.
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]