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The Mobile Marketing Association (MMA) announced the results of the latest Smart Mobile Cross Marketing Effectiveness (SMoX) study, a scientific examination conducted for The Coca-Cola Company in China earlier this year. Results released at the MMA Shanghai Forum confirm that marketers would significantly improve their overall campaign performance without increasing budget, by simply raising mobile spend. According to the study, the optimal spend for mobile (based on total campaign spend, not just digital) is between 8-15 per cent.
Conducted in combination with Marketing Evolution and InsightExpress,
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