MOUNTAIN VIEW, Calif.-The Mobile Marketing Association said it has formed two new working groups.
The MMA Best Practices Committee, led by Enpocket Chief Operating Officer Mike Baker, will work to establish guidelines and recommendations for executing marketing campaigns via short message service, multimedia message service, wireless Web and personal digital assistants, said MMA. The group will focus on consumer privacy and creating positive experiences with mobile marketing campaigns.
The MMA Metrics Research Committee will establish parameters for cross-medium return-on-investment measurement guidelines for advertisers, brands and carriers using mobile marketing. The committee is headed by Jean Berberich, systems manager for Procter and Gamble.
In addition, the association announced eight additions to its organization and its board of directors. New members include Air2Web, Go2 Directory Systems, Intrado, IPSH!, OgilvyInteractive Worldwide, Third Screen Media, Twelve Horses and Visa.
