Mobile Marketing Association lays out mobile promotion guidelines

Share this content:
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.”

close

Next Article in Mobile Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above