The Mobile Marketing Association forms working groups that will tackle best practices and ROI measurement.
The Mobile Marketing Association has set up committees to tackle best practices and ROI metrics for the nascent wireless medium.
"As mobile marketing moves from a hypothetical market to a real market, along with it comes more members and competing agendas," said Mike Baker, who heads the best practices group. Baker is president and CEO of mobile marketing firm Enpocket.
By year's end, the best practices group plans to recommend guidelines for campaigns that use SMS, MMS and the wireless Web, as well as PDA-based programs. Also on the committee are executives from Third Screen Media, AvantGo, and OgilvyInteractive Worldwide.
The metrics committee will fix parameters for the accurate measurement of cross-media ROI. Chaired by Procter & Gamble systems manager Jean Berberich, other members include Carat Interactive, Sprint, Cingular, and Visa U.S.A.
The MMA has tried to guide the best practices conversation in the past. Just over a year ago, the group released a code of conduct for mobile marketers. Baker said one of his committee's orders of business would be to examine and reconsider that document. In general, the MMA has not been highly visible in the U.S.
"The idea behind the best practices committee is to continue some of the early work that's [been done] in the U.S. and come together as an industry," Baker said. "Not only to define best practices, but talk about where the future of the medium is going as far as code of practices, regulation and legal issues."
Both committees will hold their first meetings in March.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.