BOULDER, Colo.-The Mobile Marketing Association revised its “consumer best practices,” updating the guidelines to include chat services, interactive television, and viral and affiliate marketing.
The rules are designed to establish a standard, efficient platform for brands, advertisers and carriers looking to market to wireless users. Among other things, the document prohibits advertisers from sending unsolicited marketing messages and provides guidelines for deploying opt-in programs for users willing to accept ads in exchange for mobile content.
“These guidelines continue to set the rules by which carriers and content providers engage the consumer in the mobile marketing space,” said David Oberholzer, associate director of content programming for Verizon Wireless. Oberholzer chaired a committee of representatives from carriers and content providers that created the revised document.
The revisions come one month after the MMA welcomed a new board of directors. New leadership includes representatives from CBS Corp., Microsoft Corp./MSN, Fox Mobile Entertainment, Mobile ESPN Publishing and VISA USA as well as each of the Tier 1 carriers.
“The new board still represents the (mobile marketing) ecosystem, although they represent the larger companies in the ecosystem,” MMA Executive Director Laura Marriott said of the increasing interest in mobile marketing from companies outside the industry. “We’re seeing such a fast growth in the market … I think our new board is reflective of that excitement in the industry.”
