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December 3, 2012
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News for mobile marketing professionals

  Top Story 
  • FCC clarifies SMS rules, clears way for mobile marketers
    The Federal Communications Commission has ruled that marketers can send a one-time mobile text message confirming users' opt-out requests. That should close a legal loophole that had sparked several class-action suits and left many companies wary of using SMS-based marketing strategies. "This isn't spam; it isn't robo-dialing. It's a permission-based marketing model. The FCC's ruling recognized that," said Michael Becker of the Mobile Marketing Association. Adweek (11/30) LinkedInFacebookTwitterEmail this Story
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  Consumer Engagement 
  • CVS allows customers to swap unwanted gift cards via mobile
    Consumers with unwanted gift cards now can exchange them for CVS cards by scanning QR codes at displays in 7,400 CVS stores. Customers will receive a CVS gift card in exchange. "If a consumer is at a CVS, they have an interest in shopping there, so there is an opportunity to CVS to build a relationship with those consumers. For consumers, they may have five different cards in their wallet that may not add up to much, but when you aggregate them all together, it can add up to a significant amount of money that they can spend at CVS," said Dan Rogers, chief financial officer at Plastic Jungle, which powers the CVS program. (12/3) LinkedInFacebookTwitterEmail this Story
  • Brookstone targets tablet shoppers with custom site
    Brookstone has tailored a mobile commerce website specifically for tablet shopping., in response to customer feedback. The new site takes advantage of the tablet's larger screen compared with smartphones, offering more features per page, such as product suggestions sensitive to the time of year, as well as social-network links. (12/3) LinkedInFacebookTwitterEmail this Story
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  Marketing & Sector Solutions 
  • After 20 years, SMS is still a strong marketing platform
    Experts agree that SMS messaging tools, now 20 years old, has been key in proving the value of marketing via mobile devices. SMS remains a powerful way to reach consumers, even as it faces an array of attractive competitors with the growing popularity of smartphones and free messaging services. Mobile Marketer (12/3) LinkedInFacebookTwitterEmail this Story
  Industry By the Numbers 
  • Tech firms, online spending give ad industry a much-needed boost
    Tech companies are spending heavily to market their wares as the holiday season gets under way, helping to buoy the broader advertising sector, experts say. Online marketers are getting a substantial slice of the action, says 360i chief Bryan Wiener. "Online shopping numbers are up double-digits. We had a number of clients that did so well Thursday and [Black] Friday that they put more money to work Saturday and Sunday," he says. Advertising Age (tiered subscription model) (12/3)
  • Consumers turn to mobile devices for quick dining ideas
    Smartphones are essential to reaching consumers seeking dining options immediately or within an hour, according to an eMarketer report on fast-food marketing. But tablets are the preferred mobile device for diners exploring restaurants a day or more ahead of time. eMarketer (12/3) LinkedInFacebookTwitterEmail this Story
  Making It Work 
  • Mobile wallets catch on for ease of payments, enhanced shopping
    Retailers' focus may be on the possibilities opened up by mobile-wallet payments, but mobile offers much more than that for consumers' total shopping experience. And with big brands such as Starbucks aggressively pushing mobile payments, the technology is catching on. "Our mobile-wallet survey found that 48% of consumers are interested in alternative payment options and 27% are interested in using technology such as smartphones and tablets to enhance their overall shopping experience; within five years, half of today's smartphone users will be using mobile wallets as their preferred payments method," said Peter Olynick of Carlisle & Gallagher Consulting Group. (12/3) LinkedInFacebookTwitterEmail this Story
  • Dwolla offers mobile payments without a Dwolla account
    Consumers making mobile purchases can now do so through Dwolla -- without having a Dwolla account -- by making a one-time payment through their bank. "One of the big pain points [for Dwolla] was that to make a payment online, you had to have a Dwolla account and you had to have money in that account. So what we're doing with this is saying, 'Let's cut ourselves out of the equation,' " said Dwolla communications lead Jordan Lampe. TechCrunch (11/30) LinkedInFacebookTwitterEmail this Story
  Featured Content 

  MMA News 
  • Upcoming webinars:
    Winning the Mobile Battle of the Brands (Wednesday)

    How the smartest brands are winning big with their mobile app and "Good Push" messaging Mobile is creating new opportunities for brands to develop lasting customer relationships but the stakes keep rising on the rapidly-expanding mobile battlefield. With access to customers any time, anywhere, there are endless possibilities. Consumers expect brands to deliver great mobile experiences, delivering personalized information and services that fit their ever-changing situation. In this webinar, we'll show specific examples of how brands are attacking this opportunity, and go step-by-step through the Seven Rules of Good Push in order to maximize engagement while at the same time, building a stronger brand relationship with connected consumers. Register for this free webinar.

    Mobile Web Ad Measurement Guidelines and the Impact of "Client Side Counting" (Dec. 19)

    The MMA, in partnership with the Interactive Advertising Bureau (IAB US) and the Media Rating Council (MRC), has issued updated guidelines on how to measure and count mobile web ad impressions. Version 2.0 of the "Mobile Web Advertising Measurement Guidelines" includes a change that requires client-side counting for mobile web ad impressions, which will increase consistency with computer-based ad measurement, make impression counts far more robust and reliable, and may help to reduce mobile discrepancies. In this webinar, the MMA will review the importance of guidelines, the general benefits of industry standards and the core principles of ad measurement. These guidelines are principally applicable to mobile marketers, wireless operators, mobile publishers and ad serving organizations, and is intended as a guide to accepted practice. Additionally, planners and buyers of mobile media advertising can use these guidelines to assist in determining the quality of measurements. Importantly, webinar participants will learn about the impact of client side counting,why it is considered a high quality industry standard in the desktop web and how it will potentially impact buyers and sellers of mobile web advertising. Register for this free webinar. LinkedInFacebookTwitterEmail this Story
  • Register to Attend the CMO Exchange and Hear from MMA CEO, Greg Stuart (Jan. 27-29)
    The CMO Exchange in a unique content-rich forum that provides a true peer-to-peer networking opportunity to strategize and learn best practices with some of the most admired brands in the world. The event has been designed to bring together a dynamic community of CMOs and senior marketing executives from leading Fortune 1000 companies. There are no costs to participate. To learn more and receive your invitation visit CMO Exchange. LinkedInFacebookTwitterEmail this Story
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--Gladys Bronwyn Stern,
British writer

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