GLOBAL – LONDON, UNITED KINGDOM, OCTOBER 4, 2011: The Mobile Marketing Association (MMA) today announced the publication of its latest white paper, “Building Permission Based Mobile Marketing”. The white paper explains what permission based mobile marketing is, how it works and the benefits to consumers, brands, agencies and mobile network operators. All points are illustrated with examples and case studies from all over the world supplied by members of an MMA Task Force. The white paper is available for downloading from mmaglobal.com/news/PBMM.
The advent of mobile as the channel of choice for many consumers has allowed marketers to take permission marketing to a new level. It changes the advertising paradigm from interruption to communication, letting brands move from a broadcast monologue to dialogue and continuing, deepening engagement with loyal customers. The MMA is publishing this white paper to help marketers accurately navigate these complex areas, including contributions from MMA Task Force members Alcatel-Lucent, Blyk, Gemalto, IMIMobile, Lenco, Maxis, O2, Out There Media, Pontiflex, Telefonica, Turkcell, Velti and Vodafone.
“More and more people are using the mobile channel to shop for goods and services, heralding the era of the mobile consumer, so brands should be making the most of this always-on channel and ensuring they are communicating with their target audiences via mobile,” said Paul Berney, CMO & Managing Director of the MMA in EMEA.
"With the publication of this whitepaper we hope to explain and simplify permission based mobile marketing for marketers to encourage them to make it part of their mobile strategies,” he continued.
To mark the launch of this white paper, the MMA has teamed up with mobileSQUARED for access:mobileROADSHOW: Permission-Based Marketing, taking place in London today, October 3rd, to provide insight, knowledge, data and the latest case studies to help companies execute effective and creative permission based campaigns. For more information on this event, please visit www.mobilesquared.co.uk.
