The Canadian Marketing Association has created a task force to help the industry figure out how mobile fits into the overall marketing picture.
“Mobile marketing holds great promise for business,” said CMA president and CEO John Gustavson, in a statement. “Through these efforts in collaboration with other stakeholder groups, such as the Mobile Marketing Association and Canadian Wireless Telecommunications Association, CMA is working to support the growth of mobile marketing in Canada.”
The CMA task force will develop best practices for mobile marketing added to the CMA Code of Ethics and Standards of Practice. The group will also create a scorecard tool that it said will “allow marketers to assess if a specific mobile marketing channel makes sense for their product, brand or service and where it fits in the broader marketing plan.”
The task force will be chaired by Phil Barrett, vice-president, digital and mobile at B Street Communications, leading some of Canada’s leading mobile marketers, including Web2Mobile managing partner Deborah Hall; Helen Leach-Edwards, director, interactive, American Express; Inbox Marketer director of product development Bob Millar; Vortex Mobile CEO Brady Murphy; CMA senior director, industry councils and research Sandra Singer-Tabachneck; and Mobile Fringe founder and CEO Steve Sorge.
