NEW YORK, Dec 15, 2009 /PRNewswire via COMTEX/ — What: The Mobile Marketing Association (MMA) announces the 2010 Consumer Best Practices (CBP) Public Forum event. The Forum is an open dialog to solicit feedback from all players in the mobile marketing ecosystem with regard to the MMA’s U.S. CBP Guidelines for Cross-Carrier Mobile Content Services document.

When: February 5, 2010

Where: Boca Raton Resort & Club, 501 East Camino Real, Boca Raton, FL, 33432

Why: Produced by the MMA’s CBP Committee, the CBP Guidelines provide measures of acceptable and unacceptable practices. Updated regularly, these Guidelines set the industry standard for cross- carrier mobile content services, such as text messaging (SMS), multimedia messaging (MMS), shortcode programs, Interactive Voice Response (IVR) and mobile Web.

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The Mobile Marketing Association’s (MMA) Mobile Marketing Forum (MMF) — Los Angeles brought together agencies, brands, carriers, and other members of the global mobile marketing ecosystem. Jeremy Martin, 3Cinteractive’s Vice President of Business Development, was able to see how brands are beginning to leverage mobile in a very sophisticated way.

What was evident during the MMF is that mobile is being valued as more than just a point advertising / marketing solution. The case studies presented by some of the largest brands in the world shows that mobile has become an integral component to an enterprise or brand’s marketing, sales, service, and customer relationship management (CRM) programs. There were working examples of multi-platform strategies employed with solutions spanning messaging, mobile web, and applications commonly deployed, with each platform type being used to drive traffic across the other.

At the MMF, 3Cinteractive sponsored the Targeting, Creative and Measurement discussion, which was chaired by Jeremy. The panel spoke about the long-term aspects of mobile marketing and the related on-going customer engagement. The view held by the panelists — among them Maria Mandel, Senior Partner, Executive Director - Digital Innovation, Ogilvy; Richard Ting, Vice President, Executive Creative Director, Mobile & Emerging Platforms, R/GA; and John Hadl, CEO, Brand In Hand — is that mobile marketing and mobile technology is extremely valuable when fully integrated across a brand’s and an enterprise’s marketing, sales, service, and CRM programs. The long-term on-going customer communication aspects are shown to be the most effective when defined during the discovery / development phase of mobile marketing. Mobile is becoming a core component of effective CRM communication channels and it’s clear that brands / enterprises and technology providers are working very closely together to integrate mobile marketing solutions.

Two of the main highlights of the show were comments from AT&T® Interactive and Microsoft®. Matt Crowley, COO of AT&T Interactive, stated that across AT&T’s interactive advertising, mobile click through rates (CTR) are two to three times higher and call through is more than three times higher than the online equivalents. Charles Johnson, General Manager of Mobile Advertising at Microsoft, shared they are focusing campaign success measurement on the actual brand revenue results generated, not just click / call through or impressions.

Mobile Marketing Forum and Annual Awards Ceremony to Feature Industry’s Leading Companies and Campaigns

LOS ANGELES, Nov. 17 /PRNewswire/ — Mobile Marketing Forum — The Mobile Marketing Association(MMA)(www.mmaglobal.com), the leading global trade organization promoting the development and sustainability of mobile marketing, opens the Mobile Marketing Forum on behalf of its members today at the Sheraton Downtown Los Angeles. As part of its series of annual events, the Forum is the leading Global venue that brings the entire mobile ecosystem under one roof to address forward-thinking industry topics.

MMA members including leading brands, agencies, content providers, operators, entertainment and media companies from around the globe come together to share best practices in the emerging area of mobile marketing. This year’s MMA, Mobile Marketing Forum speakers, keynotes, panelists and presenters will cover the latest technology developments, case studies and innovative ways of using the mobile channel to extend the reach and effectiveness of marketing campaigns.

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The Mobile Marketing Association’s (MMA) Mobile Marketing Forum (MMF) — Los Angeles, is a unique event for the mobile community. The MMA’s Annual Global Awards Ceremony and Dinner, scheduled to be held at the Sheraton Downtown Los Angeles on November 17th, brings together attendees from agencies, brands, carriers and other members of the global mobile marketing ecosystem.

The annual event features a wide variety of keynotes, panels and presentations discussing the latest technology developments, case studies, and innovative ways of using the mobile channel to extend the reach and effectiveness of marketing campaigns.

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October has been a busy month with regard to mobile compliance. While some of these changes were announced earlier this year most went into effect this month. One of the biggest changes came from the Mobile Marketing Association (MMA) and its new guidelines. The MMA revamped the guidelines (please note: you’ll need Adobe Reader in order to view the document) to help ensure a positive user experience for mobile users. Additionally, the version 4.0 guidelines are the first to consolidate the individual mobile marketing guidelines and codes of conduct — known as “carrier playbooks” — of the four largest U.S. wireless service providers: Verizon Wireless (NYSE:VZ), AT&T (NYSE:T), Sprint Nextel (NYSE:S), and T-Mobile USA (NYSE:DT).

In addition to incorporating carrier standards, the updated guidelines include revisions and additions to key areas such as:

• Standardizing the messaging language to a universal “Message and Data Rates May Apply” phrase (with Msg&Data Rates May Apply, Msg&data rates may apply, and Msg&data rates may aply [sic] as acceptable variants);
• Allowing for more flexibility with PIN location in message-terminated (MT) messages; and
• Modifying the STOP requirement in Opt-in MT messages.

Also of note was a change at one of the major carriers, Verizon Wireless. Verizon updated its best practices and instituted a new Repeat Offender Policy that became effective Thursday, October 1, 2009. Verizon has also updated its Advertising Disclosure Requirements (these updates are effective Sunday, November 1, 2009) for all new program submissions, on-boarding / certification, and monthly monitoring efforts.

Joining the MMA and the carriers is the Direct Marketing Association (DMA). The DMA updated its Guidelines for Ethical Business Practices to incorporate mobile marketing, stressing the need for prior consent to marketing communication that is business-to-consumer (B2C) or business-to-business (B2B), the use of appropriate suppression files such as the Federal Do-Not-Call Registry, and for members to abide by the Children’s Online Privacy Protection Act (COPPA).

3Cinteractive and MX Telecom are proud sponsors of the Mobile Marketing Association’s “Opt-In: Beyond Networking” event, being held on August 19th in New York.

“Opt-In: Beyond Networking” features a keynote by MMA President and CEO Mike Wehrs entitled, Mobile Marketing - The Time Is Now, followed by Alykhan Giovani of MX Telecom and Jeremy Martin of 3Cinteractive fielding questions from attendees as part of Hot Topics Live, an open Q&A session to address the industry concerns and the future of mobile.

The invitation-only event will be held at VoodooVox’s New York offices Wednesday, August 19th, from 5:00 PM to 8:00 PM, with complimentary hors d’oeuvres and cocktails courtesy of 3Cinteractive and MX Telecom.

Be on the lookout for your invitation…and don’t forget to RSVP as soon as you receive it as capacity is limited. We look forward to seeing you there!

3Cinteractive was at the Mobile Marketing Forum (MMF) in New York, ostensibly the flagship event of the Mobile Marketing Association’s (MMA’s) on-going series. The recent numbers from prove how valuable an event the MMF is: mobile is projected to have total revenues of over $12 billion by 2013.

In addition to panel discussions on the role of mobile in the Presidential campaign, how mobile is critical to social media (but is the same true in reverse?), as well as questioning what is the advertising agency ROI (a panel moderated by our own Jeremy Martin, Vice President of Business Development), there was also fun to be had. Mobile Marketer kindly held an attendee party at their offices, and guess who showed up on camera?

     
Jeremy Martin, pictured at left                         And Jeremy Martin, again pictured at left