An MMA task force updated its guide for mobile couponing, with an eye to overcoming some of the obstacles in the way of wider use of mobile payments and creating a standard ad unit for handling special offers via mobile. The guide lays out a simple six-step process for developing a mobile ad unit around coupons and rewards. "As mobile presents new opportunities for personal brand engagement, marketers need to consider tactics like mobile coupons to get their brand in the hands of consumers while they are in searching or purchasing mode," said Michael Becker, North American head of the MMA.

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