MMA released a Mobile Couponing Best Practices and Guidelines

Cristina Blanaru Marketing, Mobile

Mobile Marketing Association published “Guidelines and Best Practices in Mobile Price Promotions”, created by MMA’s Mobile Couponing Committee and designed to provide marketers, merchants, wireless carriers and others with an industry-standard framework for using mobile coupons and rebates to increase sales and promote consumer loyalty.

Mobile Price Promotions are distributed, discovered and redeemed through a variety of mobile technologies, including SMS, MMS, Mobile Applications, Mobile Web, Bluetooth, NFC and 1D/2D barcode scanning. “Guidelines and Best Practices in Mobile Price Promotions” provides a concise overview of these channels, as well as the key considerations for developing and executing these types of campaigns:

  • The five stages of mobile price promotions, such as the ways that consumers can discover and redeem coupons and rebates.
  • General best practices and principles, including transparency, good taste, privacy, opt-in/opt-out and government laws, rules and regulations.
  • Campaign-specific best practices and principles, such as those involving contests, food, pharmaceuticals and alcohol.
  • Tips for designing coupons, using the word “free” and creating notices such as terms and conditions.

Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance.  The MMA’s primary focus is to establish mobile as an indispensable part of the marketing mix.

The MMA’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM) and Asia Pacific (APAC) branches.