Mobile is not just about adapting PC content to smaller screens. Using mobile to drive positive results for brands and advertisers requires marketers to grasp a wide range of concepts, ranging from campaign types and formats, to consumer best practices and privacy, to mobile measurement and metrics.
Put another way, mobile marketing requires us to master a laundry list of fundamental skills. But even if we have the necessary knowledge and hands-on industry experience, we also need a way to communicate our abilities in a way that brands, agencies and other commercial organizations can understand and appreciate.
This is where the Mobile Marketing Association comes in. Today the organization launched the first phase of its Mobile Marketer Certification Program in the UK. The program, which was launched in North America in 2010 and is being rolled out this year according to plan, represents the only globally recognized qualification in mobile marketing.
Get certified!
By way of background, the test (Tier one) that launched today is part of a three tiered program designed to provide marketers with the skills and knowledge that are critical for success in mobile marketing.
Specifically, Tier one focuses on the language of mobile marketing. The actual test (via an online multiple-choice exam) consists of 53 questions and allows you 1 hour and 30 minutes to complete the exam during your first attempt.
Tier one is available to MMA members for $349 and to non-members for $399. For registration details and additional information about the MMA’s Mobile Marketer Certification Program visit www.mmaglobal.com/certification.
Road testing the certification test
First, my personal thanks to Paul Berney, MMA CMO, and the MMA for inviting me to road test the site and take the certification test. Thanks also to Robert Haslam over at MiLiberty for his encouragement and enthusiasm.
I’m pleased to report that I passed the test (!) and am proud to join the ranks of the people and companies best qualified to create and execute mobile marketing campaigns. But this accolade doesn’t change my career direction 😉 I’m sticking to analysis, commentary and developing thought leadership content for mobile marketing companies and organizations. I’ll be announcing new clients and projects in this space, so stay tuned!
What insights/advice can I share after taking the certification test?
The test assesses our understanding of key components of advertising effectiveness (how to buy and measure media, how to plan campaigns and how to engage with third-parties, mobile operators and people).
I took the test cold, but I highly recommend that you review the self-study of course materials the MMA has made available through its online resource center. This collection of white papers, guidelines and glossaries covers all the bases.
And so does the test.
I was pleased to see questions about mobile payments and coupons, content I read as a clear signal that the industry has begun to grasp how mobile can (and will) be used to reach and influence people throughout the purchase funnel (awareness, engagement, Â consideration, conversion and loyalty). Mobile marketing is not only about promotion; it can be about transaction.
Another plus was the focus on practical knowledge and numbers. From mobile penetration to the nuts and bolts of arranging and executing an SMS campaign, this test has it covered.
I missed a focus on strategy and the use cases that demonstrate the functionality and possibilities associated with the wide range of formats. However, this is sure to be covered in the next two phases of the three-tier program. After all, the stated goal of the certification program is to produce MMA-certified marketers who have a firm grasp of the mobile ecosystem, as well as the necessary knowledge and tools to ensure that, in every mobile marketing campaign, consumer preferences and privacy are respected. I look forward to taking the Tier Two test!
My take:
Granted, a multiple choice test can’t go into great depth, but the MMA and the companies that contributed their insights and ideas get an “A” for succeeding in making this a comprehensive (and challenging) exam.
Remember the certification test is open to individuals and organizations of all skill levels. And the required reading doesn’t just let you prep for the exam; they ensure you can master a broad range of knowledge and skill sets in a manageable timeframe. Professionals who successfully earn the certification are indeed well versed in the critical areas of mobile marketing knowledge. In addition, marketers who successfully complete all coursework and exams will receive:
- Access to the latest industry information in the MMA Resource Center
- Documents confirming their MMA certification
- A seal of approval – also recognized by other industry organization partners – that will identify the individual or organization as a Certified Mobile Marketer
- A listing in the online Certification Directory, a directory of all MMA-certified professionals
Educational resources will also be made available to those enrolled in the program to inform and help guide the participants towards successful completion of the Mobile Marketer Certification Program and become MMA Certified Mobile Marketing Professionals.