The Direct Marketing Associations (DMA) Mobile Marketing Council has
published the first draft of its Best Practice Guidelines. The
guidelines have been produced to give practitioners an understanding of
how mobile marketing applications can be used in an effective and
non-invasive manner.
The Mobile Marketing Council was formed in July, following the creation
of a strategy group earlier this year. Chaired by Nick Fuller, the
councils primary objectives are to promote a greater understanding and
use of the medium to both members and the wider industry.
Council members include Paul Berney from Response Mobile, Gillian
Kennedy from EMAP, Troy Norcross from New Media Edge, Anna Montes of
Osborne Clarke Solicitors, Spencer Stafford from Mike Colling & Co,
Alan Hughes from  Effective Direct Marketing, Jonathan Bass from
Incentivated, and Kevin Kuklinksi from Macmillan Cancer Support.
Within digital, mobile marketing is probably the newest area, but its
staggering growth and potential continues to grab marketers attention
says Council Chair Nick Fuller.   According to the DMAs Future Trends
Survey 2005, interactive media is the fastest growing area of Direct
Marketing.  This is why the DMA has established a council to offer
members support and advice, as well as to promote the benefits of
mobile marketing.
You can review the guidelines, and provide feedback here.