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For the first time, the report provides a comprehensive survey of the techniques and business models through which providers leverage the off-portal channel to market. It highlights the central role of common shortcodes, using the mobile SMS capability, to enable direct to consumer marketing, and how the growing presence of the mobile web is introducing traditional on-line marketing techniques from search and advertising.

Guidelines

What do guidelines actually mean for companies in the mobile value chain? How are they affected by them and what can they do to adhere to them. The MMA publishes regular global guidelines and has just begun developing regionally specific guidelines for Europe, Middle East and Africa (EMEA) and APAC.

To ensure the guidelines are developed to meet the needs of the industry, the MMA encourages public comment before a set of guidelines are published. The latest EMEA mobile advertising guidelines were published on 25 September 2007.

The latest copies can be found below:

- Mobile Advertising Guidelines (EMEA)

http://www.mmaglobal.com/emeamobileadvertising.pdf

- Mobile Advertising Guidelines

http://www.mmaglobal.com/mobileadvertising.pdf

- Code of Conduct for Mobile Marketing
http://mmaglobal.com/modules/content/index.php?id=5

- Consumer Best Practices
http://www.mmaglobal.com/bestpractices.pdf

Mobile Marketing Industry Glossary

http://www.mmaglobal.com/glossary.pdf

Ever get confused by all the acronyms describing something we should understand in the world of mobile marketing? The MMA has produced a glossary of terms so you never have to be confused again.

Understanding Mobile Marketing

http://www.mmaglobal.com/uploads/MMAMobileMarketing102.pdf

Mobile Marketing seems to be on everyone’s lips, but have we moved too quickly and forgotten the basics? Here are all the basics in one easy to read document.

Mobile Marketing Sweepstakes and Promotions Guide

http://www.mmaglobal.com/mobilepromotions.pdf

How do you carry out promotions through mobile? What are the dos and don’ts (if any?) This easy to read document provides all the basics with examples from Nike and Coca-Cola.

MMA International Journal of Mobile Marketing
http://www.mmaglobal.com/uploads/Journal_Order_Form_final.pdf

The MMA International Journal of Mobile Marketing (IJMM) is the world’s only journal dedicated to mobile marketing and is published twice a year (June and December). The journal provides a medium for academics, students and industry professionals from around the world to share their insights and research on how the mobile channel can be effectively used for marketing. The journal is available for purchase by filling out this form

Case Studies: mobile marketing in action

http://mmaglobal.com/modules/wfsection/index.php?category=1

The MMA has collated a number of case studies from its membership base of over 450 companies across the globe; from automotive to healthcare to financial to social communities, see how its done right here.

Case Studies: mobile advertising

http://mmaglobal.com/modules/wfsection/viewarticles.php?category=21

Here are some specific examples of how different companies have succeeded with mobile advertising.

Measurement

http://mmaglobal.com/modules/wfsection/article.php?articleid=932

As we’ve seen with the Internet, measurement will become a crucial element to quantify the mobile opportunity to drive brand involvement. But mobile works differently. The mobile value chain presents a complex model for effective measurement, given the number of players involved and the necessary access to information that has historically been available in operator networks only. So what must we, as an industry, do to drive the brand spend and marketing effectiveness measures?

ENDS

About the Mobile Marketing Association (MMA)

The Mobile Marketing Association (MMA) is the premier global non-profit association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the mobile channel for use by brands and content providers. The 450+ global member companies include agencies, advertisers, hand held device manufacturers, wireless operators, aggregators, technology enablers, market research firms and all companies focused on marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in the United States and has representatives in over forty countries across the globe. It recently formed the Europe Middle East & Africa (EMEA) and Asia Pacific (APAC) divisions. The Central & Latin America (CALA) division will be launched Q4 2007. For more information, please visit www.mmaglobal.com

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