The Mobile Marketing Association (MMA) published an update yesterday morning to one of their Best Practices Guides. It’s the U.S. Consumer Best Practices for Cross- Carrier Mobile Marketing Services.

I already have a copy of that guide in the mobile marketing resources section of this blog and so I’ve updated it for you (download here). The MMA publishes updates to this guide twice a year so don’t be alarmed that it looks nearly identical to the previous date.

Here are some of the highlights that I took from the press release:

• Free-to-end-user (FTEU) guidelines for messaging services
• Sweepstakes and contests
• Mobile Web and Interactive Voice Response (IVR) opt-in and billing modifications
• Affiliate marketing
• Participation TV
• Word-of-mouth verification
• New Code of Conduct reference (as developed by MMA Privacy and Preference Committee)

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I’ve talked about mobileStorm before, several times in fact. Heck, I can’t help it, they’re a Mobile Marketing organization that is going after market share before the space gets crowded. They’ve not told me that but it’s pretty clear from afar if you ask me.

Don’t believe me? Take a look at the features they’ve been cranking out over the past 4 to 5 weeks.

• A web contact import tool to load your contacts into Stun, their Mobile Marketing platform. The mechanism supports AOL, GMail, Hotmail, Yahoo mail and others.
• Contact List merging feature that will let you mash two existing contact lists into one new list that can be saved independently of the original lists.
• Unsubscribe messaging; allows users to provide a reason for opting out. Awesome idea!
• Multiple RSVP management features such as allowing users to add events to their choice of Calendar (Google, Outlook, iCalendar); receiving notifications whenever someone RSVPs to an event; target a campaign to users that haven’t RSVP’d yet.

Then they go and top off this flurry of new features with SMS or Die: What email marketers need to know about text-message campaigning, a kick butt SMS White Paper! If you want to get yourself up to speed on SMS Marketing. Do yourself a favor, go read this white paper, you’ll need to register but it’s worth it because mobileStorm is going to drop some goodies in your bucket-o-knowledge on such things like:

• How to learn from the mistakes that email marketers made and use them to your advantage in an SMS campaign environment.
• What the clear advantages SMS campaigns have over email  campaigns, there are several outlined in this white paper and they’re compelling.
• How smart SMS markers can find the sweet spot to obtain optimal conversions.
• Why the response rate of an SMS campaign blows email and direct mail out of the water and what those rates look like.
• Learn why it’s critical that you start building your databases today and not 3 years from now.

I would encourage you to download this white paper if you’re interested in SMS marketing.

Great job on this Eydie and Jared!

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