LOS ANGELES - The Mobile Marketing Association announced the Certified Mobile Marketer Program during the morning keynote address at its Mobile Marketing Forum event.

The program is meant to provide marketers with skills and knowledge that are critical in mobile marketing. It is open to individuals and organizations and helps participants master industry terms, budgeting and financial planning for mobile campaigns, requirements and best practices.

"The certification programs is a really big one for us," said Mike Wehrs, president/CEO of the MMA.  "It is designed to create a certified mobile marker and a standard in proficiency in the field."

The program consists of three certification tiers, with progressive levels of knowledge and experience required as a person progresses. 

Each tier features courses and assessments on topics such as compliance with industry regulations, campaign types and elements, consumer best practices, privacy protection and campaign budgeting.

All aspects of the program emphasize the MMA's best practices and guidelines to ensure that professionals who successfully earn the certification are well-versed in these critical areas of mobile marketing knowledge.

Get Merriam or Webster on the line
The MMA also announced that it has upgraded the definition of mobile marketing.

The new definition is: "Mobile marketing is a set of practices that enables organizations to communicate and engage wit their audience in an interactive and relevant manner through any mobile device or network."

"In terms of network capabilities and handset capabilities and the things we were able to do a few years ago, things have changed," Mr. Wehrs said. "The previous definition was really very high-level and non-specific and this one is about multiple device types, networks and a range of ads and marketing programs that can be deployed. 

"It really looks at the whole space and is better defined."

Mr. Wehrs said that 280 people were in attendance at the MMF in Los Angeles. He was very pleased.

"We are very pleased with the turnout," Mr. Wehrs said. "The speakers are covering topics that people want to hear about.

"The energy level from attendees is great," he said.

Per Mr. Wehrs, this year has been a good year for mobile marketing and it will only get better from here on.

"This year has been a good year and on average ad networks are seeing two times more than what they saw last year," he said. "Total spend is going up and the rate is going up as well.

"The recent announcement form Google and AdMob: if there is anyone who didn't believe in mobile advertising, this proves that it is important."

Jeff Hasen, chief marketing officer at HipCricket, Kirkland, WA, said that there are great benefits to the certification program.

Mr. Hasen was involved in spearheading the effort along with Michael Becker, vice president of mobile services at iLoop Mobile, and other members of the Academic Outreach Committee.

?The benefits of this certification are two-fold,? Mr. Hasen said. ?It provides professionals and would-be professionals with a continuous path to keep current with mobile.

"Plus, from an individual and company perspective, it shows an increased commitment in the mobile industry and all it can deliver," he said. "It?s a great day and personally a privilege for me to have played a role in development of this important program.?