Guidelines & Best Practices
 
To learn more and contribute to MMA guidelines and best practices by participating in our initiatives, visit here. For more on starting a new initiative that is relevant to your business or region, click here.
 
 
 
 
 
Mobile: The Great Connector (NEW) - EMEA, November 2013
 
 
Location Terminology Guide - United States, September 2013
 
Mobile Email Paper - United States, July 2013
 
 
 
 
Mobile Video Lexicon - United States, April 2013
 

U.S. Consumer Best Practices - United States, November 2012 (v7.0)*
A compilation of accepted industry practices, wireless carrier policies and regulatory guidance.
 
 
 
 
Industry standards that make it easier to buy, sell, and create mobile ads for smartphones, feature phones and tablets.
 

Code of Conduct for Mobile Marketing ( v078)*
Consumer privacy standards when marketing to the mobile phone.

Code of Conduct for Mobile Marketing -Portuguese ( v078)*

Code of Conduct for Mobile Marketing -Spanish ( v078)*
 
MMA Wiki Glossary
A common set of terms and definitions applicable to mobile advertising and marketing.
 

 

Educational Documents

Mobile Barcodes Whitepaper (Nov 2011)
An educational white paper that unlocks the potential of marketing with mobile barcodes.

Mobile Location Based Services Marketing Whitepaper (Oct 2011)
The MMA’s educational white paper on mobile location based services.

Permission Based Mobile Marketing Whitepaper (Oct 2011)
An educational white paper setting the case for permission based mobile marketing.

A Brand Marketer’s Guide to the Mobile Web and Mobile Apps:
Not an Either/or Proposition
(June 2011)
An educational white paper on creating, measuring and monetizing campaigns that feature mobile apps and mobile websites

Permission, Privacy, Measurement: The Way Forward (May 2011)
An educational white paper on protecting public intrest and raising the level of consumer trust.

Expanded Mobile Ad Unit Sizes Whitepaper (June 2010)
An educational white paper on mobile ad unit sizes greater than 300 pixels.
 
An educational white paper on the opportunities for the use of rich media mobile ad units.
 
Marketing with Ring-Back Tones Whitepaper (March 2010)
An educational white paper on the opportunities for the use of Ring-Back Tone advertising.
 

Mobile Advertising Overview (January 2009)*
An educational white paper on the opportunities for mobile advertising.

Mobile Advertising Overview (Portuguese) (February 2009)*

Mobile Banking Overview (North America) (January 2009)*

An introduction to mobile banking across five primary mobile channels with advantages and disadvantages of each; SMS, Mobile Client Applications, Mobile Internet and two hybrids, WAP Push and Secure SMS.
Introduction to Mobile Search (August 2008)*
An educational white paper on the opportunities in mobile search.

Short Code Primer (June 2006)*
An informational guide to short code based marketing campaigns.

Introduction to Mobile Coupons (September 2007)*
An introduction to launch and process mobile couponing campaigns efficiently.

Mobile Search Use Cases (August 2007)*
A collection of use cases that demonstrate the functionality and possibilities of mobile search.

Mobile Marketing Sweepstakes & Promotions Guide (July 2007)*
A descriptive guide to extending sweepstakes and promotions to the mobile channel.

Off Portal - An Introduction to the Market Opportunity (June 2007)*
An educational white paper on how the off-portal channel works.

Understanding Mobile Marketing: Technology & Reach (May 2007)*
An educational white paper on creating and executing a mobile campaign.
 

 
Glossary
Mobile Marketing Industry Glossary (December 2008)*
A common set of terms and definitions applicable to mobile advertising and marketing.
 

 
*To open documents: Left click to open, or right click and “Save As” to save specific file.