Mobile Marketing Association Releases Primer for Text Messaging Campaigns | MMA Global

Mobile Marketing Association Releases Primer for Text Messaging Campaigns

July 6, 2006
Mobile Marketing Association Releases Primer for Text Messaging Campaigns

Guide Provides Step-by-Step Instructions and Tips for Brands and Agencies Planning to Implement Mobile Marketing Campaigns

BOULDER, CO, July 6, 2006 — The Mobile Marketing Association (MMA) ( today announced the release of its Short Code Primer, which is the industry’s first publication to provide an overview of the process that a brand, content provider, agency or technology provider should follow when launching a short code-based marketing initiative. The Primer was developed by the MMA’s Short Code Working Group, chaired by Mobile Accord and Twelve Horses and comprised of representatives from ipsh!, NeuStar Inc, Sprint Nextel and Syniverse Technologies.

Common short codes (CSCs) are phone numbers, four to six digits in length, that consumers use to send text messages (SMS), to receive alerts, information and electronic coupons, and to participate in contests. By making it fast and convenient for mobile users to select and receive information, CSCs greatly increase consumer response to advertising and marketing promotions.

To develop and execute a CSC-based mobile marketing campaign, brands and agencies must follow multiple steps, such as submitting the campaign to wireless carriers for testing and approval. Marketers also must ensure that the campaign complies with MMA Consumer Best Practices Guidelines which address consumer privacy issues. The MMA Short Code Primer provides a powerful new communication tool for marketers which outlines the rules and guidelines for implementing an effective short code based mobile marketing campaign.

“The creation of the Short Code Primer is a perfect example of how the MMA and its members are working together to lead the development of the mobile channel,” said Laura Marriott, executive director of the MMA. “By providing brands and agencies with comprehensive, step-by-step guidelines for developing and executing CSC-based campaigns, we enable more companies to get involved and leverage the power and reach of mobile media.”

To download a copy of the MMA Short Code Primer, please visit

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global association which strives to stimulate the growth of mobile marketing. The MMA is an action-oriented association designed to clear obstacles to market development, to establish standards and best practices for sustainable growth, and to evangelize the mobile channel for use by brands and third party content providers. MMA members include agencies, advertisers, hand held device manufacturers, wireless operators and service providers, retailers, as well as any company focused on the potential of marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in the United States. For more information, please visit

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Valerie Christopherson or
Kirsten Woodard
Global Results Comm. (GRC)
+1 949 608 0276
[email protected]