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MMA publishes mobile coupon best practices

The Mobile Marketing Association (MMA) has published its 'Guidelines and Best Practices in Mobile Price Promotions' to provide a framework for marketers serving the 30% of moble users who are interested in receiving mobile coupons.

Created by the MMA's Mobile Couponing Committee, the document was created to provide marketers, merchants, wireless carriers and other mobile ecosystem members with an industry-standard framework for using mobile coupons and rebates to increase sales and promote consumer loyalty.

Nearly 30% of US consumers are interested in receiving and using mobile coupons, according to a joint study by the MMA and Synovate. Mobile coupons are one type of 'Mobile Price Promotion', which the MMA defines as "electronic coupons or rebates that traverse the full redemption process without the requirement for conversion into a paper or other hard-copy format."

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.

The new framework offers a concise overview of these channels, as well as the key considerations for developing and executing these types of campaigns, including:

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.

"The study with Synovate showed that consumer interest in mobile coupons is high and growing, giving brands, merchants and marketers an opportunity to establish and maintain relationships with consumers," said Greg Stuart, CEO for the MMA.

Chaired by Mobile Dreams Factory, the MMA's Mobile Couponing Committee includes Cellfire, Inmar, Infinian and Verizon Wireless. Details of the new guidelines have been made available for free download from the MMA's web site - click here (PDF document; no registration needed).

Sources: Mobile Marketing Association MMA / The Marketing Factbook.
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Have you seen The Customer-Focused Marketing Playbook?

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