An Approach to Accelerate Mobile Marketing in Canada: The Canadian Marketing Association's Mobile Marketing Accelerator

Phil Barrett

Introduction

In 2010, the Canadian Marketing Association's (CMA) Mobile Marketing Council developed a mobile readiness scorecard to help Canadian marketers develop their own mobile strategy. The CMA Mobile Marketing Council's mandate is to help Canadian marketers mobilize their entire marketing mix through the integration of mobile strategy and tactics into the entire customer journey. As the mobile marketing landscape has continued to evolve in the last two years, so has the scorecard into a more comprehensive assessment of an organization's mobile capabilities and alignment within its marketing activities. The enhanced assessment tool was launched in April 2012 and branded as the CMA Mobile Marketing Accelerator, with the goal to help marketers accelerate their mobile marketing efforts, no matter if they are just entering the channel or have a few years of experience already under their belt.