DMA UK Starts Mobile Marketing Strategy Group

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The Direct Marketing Association (UK) Ltd. announced yesterday that it established a Mobile Marketing Strategy Group.

The group, which falls within the DMA's interactive media division, was formed as a result of increasing demand from DMA members and the direct marketing industry for a coherent voice to promote the benefits of mobile marketing and enable it to become a key tool in developing integrated DM campaigns.

"It is essential that as the voice of the direct marketing industry, the DMA keeps abreast of new technologies and remains at the forefront of industry developments," said Robert Dirskovski, head of interactive media at the DMA. "The formation of the Mobile Marketing Strategy Group will enable us to guide the industry forward as what is possibly the most direct form of marketing develops and evolves."

The DMA said the group also will connect industry and government on regulatory issues and represent the interests of the mobile marketing community, including content providers. Several issues need to be addressed, Dirskovski said, particularly the EU Sales Promotion Regulations, which could have a major effect on mobile marketing.

The regulations, proposed in 2002, aim to remove various national restrictions on sales promotions. But businesses may need to meet new transparency requirements that in some countries may be more burdensome than present national requirements.

The DMA is finalizing the group's membership and developing its business plan for 2005.

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