The Mobile Mar­ket­ing Asso­ci­a­tion (MMA) recently pub­lished the fol­low­ing whitepa­per “A Brand Marketer’s Guide to the Mobile Web and Mobile Apps:Not an Either/or Propo­si­tion”.  Click here to download.

This paper pro­vides very infor­ma­tive analy­sis about the strengths and chal­lenges that exist between mobile web­sites and mobile apps. Com­par­isons regard­ing the func­tional capa­bil­i­ties, devel­op­ment costs, and mar­ket­ing reach of these two mobile tac­tics are included in the report.

Fur­ther­more, the MMA describes the need to mea­sure the per­for­mance of your mobile con­tent in terms of engage­ment and usage. Specif­i­cally, the paper describes how The Weather Chan­nel has been using Adobe Site­Cat­a­lyst for mobile ana­lyt­ics since August 2008.Henri Muller, the Direc­tor of Analy­sis & Insights, rec­om­mends “upfront plan­ning” in the ana­lyt­ics process to prop­erly iden­tify the right vari­ables for both mobile web and mobile app measurement.

Recently, The Weather Chan­nel was rec­og­nized by Mobile Mar­keter for being the Num­ber 1 Mobile con­tent des­ti­na­tion with 29.5 mil­lion unique vis­its in May 2011:http://​www​.mobile​mar​keter​.com/​c​m​s​/​n​e​w​s​/​r​e​s​e​a​r​c​h​/​1​0​3​9​6​.​h​tml

The Adobe team con­grat­u­lates The Weather Chan­nel on this achieve­ment and looks for­ward to more col­lab­o­ra­tion on the mea­sure­ment of mobile web­sites and mobile apps.

To learn more about Mobile ana­lyt­ics and opti­miza­tion solu­tions, please click here.