MMA: How three “growth stacks” now define successful marketing organizations

Geoffrey Precourt

Research funded by the Mobile Marketing Association (MMA) has highlighted three core pillars of marketing, or “stacks”, for brands to consider.

New data powered by the MARS (“Mobile, Analytics, Real-time, Social”) Project are re-shaping the entire marketing ecosystem, according to on-going research being developed under the auspices of the Mobile Marketing Association (MMA).

And, as that change continues at all levels of brand stewardship, the MARS Project reports, “A deep and pervasive sense of barely concealed chaos exists within many marketing functions.”

Interviews with 100-plus senior brand leaders – “we looked at companies that are doing really well, companies that are doing not so well, and companies that are kind of somewhere in the middle,” said Indiana University’s Dr. Neil Morgan,...

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