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Mobile Marketing Association Creates Guidelines for Code of Conduct

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Mobile Marketing Association Creates Guidelines for Code of Conduct
December 23, 2010
By Kunal Vahalia, TMCnet Contributor


The Mobile Marketing Association (MMA) has launched an initiative focused on the development of new and comprehensive guidelines to add to its already established Global Code of Conduct. The guidelines have the objective to address the growing needs of marketers and consumers to have transparency to the consumer information used for mobile marketing context across the various market sectors. 

Greg Stuart, CEO of the association, said, “The launch of such an initiative shows the organization’s commitment towards stressing on consumer transparency with regards to data collection and privacy issues. The industry feels that in order for marketers to continuously engage the customers with the mobile channel, we need to continuously update the personal data and data related to consumer information.”

The association is calling leaders from the mobile world, including mobile carriers, marketers, media companies and agencies, to join the effort by participating in the Privacy Committee. This point will be discussed in detail at the Consumer Best Practices meeting in January in Florida. The meeting will facilitate an open dialog around mobile marketing issues regarding self regulatory guidelines and principles. It will also include discussions on the best practices of management with regard to mobile Web, advertising, commerce and customer privacy. 

The initiative will be led by Alan Chapell, president of Chapell & Associates. He hopes to establish a common framework that media companies can use to engage more and more customers with mobile. This initiative will help the marketers understand how they will be able to engage their customers directly through their eight media paths, which are voice, applications, content, mobile internet, proximity channels, MMS, e-mail and SMS.

Said Chapell, “There is a lot of opportunity in the mobile space for all types of participants to embrace the concept of privacy of design. I applaud the MMA for taking such an initiative.”

TMC also reported the launch of the Mobile Marketing Center of Excellence by the Interactive Advertising Bureau.

Kunal Vahalia is a TMCnet freelancer. He has several years of freelance writing experience, including a stint working for as an SEO content writer. To read more of his articles, please visit his columnist page.

Edited by Tammy Wolf

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