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December 13, 2012
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News for mobile marketing professionals

  Top Story 
  • It's not too late for luxury brands to make a holiday mobile pitch
    Luxury marketers that have yet to make a mobile pitch to consumers for the holidays shouldn't focus on the platform, but rather on what the brand can offer to the customer, experts say. At this late date, holiday promotions should be prominently displayed with a locator to quickly find stores, with both serving shoppers at home or on the go. Luxury Daily (12/13) LinkedInFacebookTwitterEmail this Story
  Consumer Engagement 
  • Chase uses statements with QR codes to promote banking app
    Chase Slate card members will receive a QR code on the envelopes containing their paper statements, which they can scan to learn about and download Chase's mobile banking application. "The strategy for a financial institution to use QR codes is the ability to engage the end-user and create a sense of loyalty. ... As younger generations are in general more difficult to connect with and create loyalty, using a QR code to further engage and build a relationship from the onset would prove quite rewarding," commented Bobby Marhamat, founder of Hipscan. (12/13) LinkedInFacebookTwitterEmail this Story
  • TurboTax adds SMS outreach to notification program
    TurboTax users who leave their tax forms half-finished can expect a reminder prompt on their phones via SMS. TurboTax has used e-mail prompts to reach filers in the past, but this year has added SMS to extend the outreach. E-mail has "driven a tremendous amount of lift, so we're hoping that with text messaging, we can see similar results, just through a different format and through a different platform," said Elizabeth Berger, a TurboTax group manager in direct-response marketing. MediaPost Communications/Online Media Daily (12/12) LinkedInFacebookTwitterEmail this Story
  Marketing & Sector Solutions 
  • MasterCard teams with C-SAM for mobile wallets
    MasterCard is making a bet on mobile wallet infrastructure by purchasing a minority stake in C-SAM. MasterCard's move follows a marketing partnership with the Chicago-based company, which provides back-end services for mobile wallets, such as management infrastructure and software development. TechCrunch (12/12) LinkedInFacebookTwitterEmail this Story
  • Square reported in partnership with Burberry
    Square is coming to Burberry stores in a partnership that brings the payment system its first luxury retailer, sources say. The collaboration reportedly will begin with a trial of the Square Register at the brand's Brit store at Westfield in San Francisco. (12/12) LinkedInFacebookTwitterEmail this Story
  Industry By the Numbers 
  Making It Work 
  • Maluuba update for Android includes shopping focus
    Maluuba has launched an updated version of a voice-command tool for Android devices, focusing on accomplishing tasks such as shopping. The company partnered with Wal-Mart and Best Buy to power Maluuba's shopping feature, which also pulls in results as specified by users from Google Shopping and NexTag. TechCrunch (12/12), GigaOm (12/12) LinkedInFacebookTwitterEmail this Story
  Featured Content 

  MMA News 
  • MMA releases U.S. Consumer Best Practices for Messaging 7.0
    The MMA this week unveils the seventh edition of the "U.S. Consumer Best Practices for Messaging" (CBP 7.0). These best practices provide guidance to activate common short code messaging programs over U.S. carrier networks. CBP 7.0 is the MMA's compilation of accepted industry practices, common U.S. wireless carrier policies, and regulatory guidance that have been agreed upon by a coalition of MMA member companies and industry executives. The most significant change from the CBP 6.1 version released in May 2011 is the seamless alignment of the CTIA Audit Standards with the CBP 7.0 document. Since its introduction in 2005, the industry has looked to the CBP as the foremost guide to follow and apply common short code text messaging programs within the marketing mix. The MMA and CTIA worked together to consolidate the Audit Standards and CBP to ensure both documents were in alignment. Effective immediately, the MMA has determined that it will no longer issue CBP updates. Going forward, the CTIA will continue to advise and audit the carrier community, while the MMA will assume a more prominent role as an advocate for the marketing community. To continue to develop messaging as a viable marketing tool, the MMA will focus on next generation messaging marketing frameworks, guidelines, best practices and standards, such as text messaging, multimedia messaging, long-code messaging, mobile email and in-app push notifications. The MMA will continue to work closely with the CTIA and other industry authorities. You can download the CBP by filling out this form. LinkedInFacebookTwitterEmail this Story
  • Webinar: New 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
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Director, Media StrategyCablevisionBethpage, NY
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Director of Social MediaRatify, IncBellevue, WA
Online Advertising ManagerZendeskSan Francisco, CA
Regional Director, Sales DevelopmentPandoraNew York, NY
Digital Media Planner/BuyerShine United, LLCMadison, WI
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