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Describe your company and what role does it play in the mobile marketing ecosystem?
As the leading Internet privacy services provider, TRUSTe helps thousands of businesses promote online safety and trust, and guides consumers to sites that protect their online privacy. TRUSTe helps both consumers click with confidence and online companies promote their Mobile and Web site privacy policies online. Thousands of mobile app companies and web sites rely on TRUSTe's privacy like Yahoo, Facebook, MSN, eBay, AOL, Disney, New York Times, The Weather Channel, Yelp and Apple.
How does your company add value or differentiate itself in the marketplace?
We are the first and only company that performs privacy certification for mobile applications and mobile web sites.
What advice would you give to someone who is new to mobile marketing?
Mobile marketing is a newer and growing field with an opportunity to engage with customers in ways that are even more interactive, meaningful and rewarding for users. However, due to privacy issues that are unique to the mobile device such as the use of geo-location combined with advertising or social networking, one has to be careful to not turn away users due to distrust or unclear data collection practices.
What is the one thing you wish you would have known before getting into the mobile marketing industry?
The mobile marketing industry is exciting but it’s challenging to help companies attract and retain users. For example, it can be challenging for a company to differentiate its mobile app or mobile web site in a crowded app store with hundreds of thousands of other apps. A company’s goal is to collect as much information about its users as possible for more effective marketing campaigns so a third-party certification of its data collection and sharing practices helps a company to differentiate itself on user trust.
Would you like to mention one of your successful campaigns?
TRUSTe Mobile Certification was launched on September 27, 2010. Upon launch, TRUSTe had early adopters in various deployment stages by Apartments.com, Breastcancer.org, GoDaddy.com, The Weather Channel, WebMD, Yelp, Callvine, Lookout and Whereoscope.
What are 3 three things one should do to ensure a successful MM campaign?
- Do your homework – know your audience. How do they currently use mobile functionality, how do they interact with your traditional site today.
- Have a well thought-out mobile strategy. If you are launching in phases, plan ahead and have a solid strategy for hitting your target dates.
- Extend your privacy promises from your traditional site to your mobile site and/or app. Don’t forget that information collected through mobile sites and/or apps is just as important, if not more, to be safeguarded and protected so that your customers feel safe.
How does Mobile Marketing Association help you drive your mobile strategy?
The MMA helps us to understand the unique challenges the marketing industry faces in achieving its goals. TRUSTe hopes that its contribution as Co-chair of the Privacy Committee helps marketers be more successful in increasing registrations and conversions while elevating user trust.
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