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Published on August 15th, 2009 | by Babar Bhatti


Best Practices For Mobile Marketing

I published a post last year on best practices for mobile marketers. Mobile Marketing Association has published updated guidelines (4.4 MB PDF) for marketing on mobile phones.  If you want to get a quick idea of what should drive mobile marketing then follow these rules from MMA:

There are six fundamental elements to a positive consumer experience. They are:

  • Choice. The consumer must “opt-in” to a mobile marketing program. Consumers have a right to privacy and marketers must therefore gain approval from consumers before content is sent, and include clear directions on how to unsubscribe from communication should it become unwanted.
  • Control. Consumers should have control of when and how they receive marketing messaging on the mobile phone and must be allowed to easily terminate or “opt-out” of an unwanted program.
  • Customisation. Data supplied by the consumer for marketing purposes should be used to tailor such marketing to the interests of the consumer (e.g. restricting communications to those categories specifically requested by the consumer.). Targeting user consumer data made available to the marketer helps to eliminate spam, making content as relevant and useful to the consumer as possible.
  • Consideration. The consumer must receive or be offered something of perceived value in return for receiving the communication (product and service enhancements, entry into competitions etc.).
  • Constraint. The marketer must effectively manage and limit mobile messaging programs to a reasonable number of programs.
  • Confidentiality. Commitment to not sharing consumer information with non-affiliated third-parties.


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0 Responses to Best Practices For Mobile Marketing

  1. says:

    All of this is very good. How ever the risk involved is as follows:

    The Consideration part that you are talking about looks very attracting but that is limited to the marketing part of it, as soon as you launch such kind of an initiative publicly your competitor will bang you with ‘Lowest Rates without Ads’ campaign.

    This can not only ruin your brand image and take it on the spam side but you will loose consumer base. Like I said the marketing part is good as there is a potential revenue program involved but there is a branding risk involved at the same time that could dent the brand.

    The ideas viable from marketing end but containing risk from branding end are usually shot down.

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