Mobile Marketing Association lays out mobile promotion guidelines

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The Mobile Marketing Association (MMA) published a set of guidelines and best practices for mobile promotions on December 21, urging marketers to use honesty and transparency in their mobile deals.

The MMA said mobile coupon offers should be “conveyed in a truthful and not deceptive or misleading manner,” and created with consideration of the type of product and the target audience. Mobile deals should also be transparent and allow consumer feedback, while also respecting customer privacy, the MMA said.

The goal of the guidelines is to give marketers, merchants, wireless carriers and industry members a framework for using mobile coupons and rebates to increase sales and promote consumer loyalty, the industry group said.

“Couponing is recognized widely as one of the top incentives for interacting with consumers on the mobile device,” said Michael Becker, North America managing director of the Mobile Marketing Association. “Consumers respond to mobile messages because they provide the value that consumers are looking for. It's important that there is a set of standards for marketers to follow.”

Consumers can distribute mobile coupons through various channels, including text message, mobile application, mobile websites, Bluetooth and barcode scanning.

The guidelines also encourage general best practices and principles, including transparency, good taste, privacy and awareness of government laws, rules and regulations.

“The timing is perfect,” Becker said, “because increasingly consumers are adopting this practice, and you want to [lay out guidelines] now before mobile couponing becomes mass market.”

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