MMA Launches Permission-Based Marketing Whitepaper

The Mobile Marketing Association (MMA) has published a white paper on permissions-based mobile marketing. Called Building Permission Based Mobile Marketing, the white paper explains what permission-based mobile marketing is, how it works, and the benefits to consumers, brands, agencies and mobile network operators. 

The whitepaper is available free of charge, and can be downloaded from the MMA website

“Mobile phones are now the key device people use to interact with each other, information, services and entertainment,” says Paul Berney, CMO and managing director of the MMA in EMEA. “More and more people are using the mobile channel to shop for goods and services, heralding the era of the mobile consumer, so brands should be making the most of this always-on channel and ensuring they are communicating with their target audiences via mobile. 

“Permission-based mobile marketing in particular has the potential to enhance the quality of experience for mobile consumers which in turn will improve consumer loyalty and ultimately increase brand sales and therefore represents an important consideration for brands and marketers everywhere. With the publication of this whitepaper we hope to explain and simplify permission-based mobile marketing for marketers to encourage them to make it part of their mobile strategies.”