MIKEWEHRSexaminestheimportance
ofconsumertrustinmobilemarketing.
Theuniquevalue
makingcontentasrelevant providersandwebelievein marketingcauseisthe
andusefultotheconsumer consumerprivacyand consumer,soweasanindustry
ofthemobile
aspossible. protectionasbeingcentralto needtoensuretheyalways
thesuccessofmobilemarketing. receivecommunicationsfrom
channelfor
4.Consideration.Theconsumer Theguidelineshavealready brandsthatareinteresting,
mustreceiveorbeoffered madeabigdifferenceintheway relevant,valuableand,above
marketing somethingofperceivedvaluein mobilemarketingisdelivered all,requested.
purposesis
returnforreceivingthe andexperienced.
communication(suchasproduct Theyarethefoundationsfor
becomingclear.
andserviceenhancements, MMAactivityaroundtheworld
requestedinformation,entry andhelptosimplifymobile
Thechallenge
intocompetitionsanddiscounts). marketingdeploymentsforall.
istobuild
TheConsumerBest
5.Constraint.Themarketer PracticesGuidelinesintheUS
faithamong
musteffectivelymanageand andtheglobalCodeofConduct,
limitmobilemessaging updatedeverysixmonthsto
consumersthat
programmestoareasonable ensurenewpracticesaretaken
numberofprogrammes. intoaccount,areintendedto
itisapositive
guidecompanieswithinthe
waytoengage
6.Confidentiality.Commitment mobileecosystemsothatthey
tonotsharingconsumer caneffectivelyandresponsibly
withbrands
informationwithnon-affiliated leveragethemobilechannelfor
thirdparties. marketingpurposes,while
ofchoice.
alwaysprotectingtheconsumer
Makingadifference experience.
Indeed,consumerexperience Asmobilemarketing
andtrustisattheveryheartof continuestogrow,itis
theMMA’sexistence:wearethe importantwerememberthatit
gluebetweenallofthedifferent isthecustomerwhoiscentralto
playersintheindustry,from itssuccess,andthateverysingle
contentcreatorstoadvertisers interactiontheyexperience
tooperators,educatingand shouldbeapositiveone.
MikeWehrsispresidentand
evangelisingthemobilechannel Afterall,theideal
CEOoftheglobalMobile
forusebybrandsandcontent ambassadorforthemobile
MarketingAssociation(MMA).
www.dmi-news.com May2009 27
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