Top 10 Do’s And Don’ts Of Mobile Content Marketing

There has been much written lately regarding the online marketing of ringtones and other mobile content. Various settlements and cooperative agreements have been reached between government agencies and companies. What can marketers, publishers and networks do, and equally importantly, not do if they market mobile content to consumers?

Let me first provide some pertinent background information: at AzoogleAds, in mid-2005, we commenced a broad effort to establish clear best practices on integrity assurance issues, initially around the email marketing of ringtones, and later, effectively banning adware in early 2006. In late summer of 2006, on our own volition, we became the first company in the sector to adopt a Mobile Acceptable Use Policy and to ban the use of the term “Free” in cases where the offer was not, in fact, free. When the Florida Attorney General (FLAG) commenced a broad-based investigation into mobile content marketing in 2007 – an ongoing investigation, focusing on nearly every mobile content marketer in the business – the FLAG relied heavily on our existing policies, which had been in place for well over a year, when we jointly drafted our Assurance of Voluntary Compliance. The idea was to create a Code of Conduct for the industry overall – a Code of Conduct with the teeth of the FLAG to back it up. Why is this all important? One, it illustrates that mobile content marketing and marketing-related compliance issues are not “new” despite the recent rash of announcements. Two, it illustrates the comprehensive knowledge we have uniquely built up for over 3 years relating to mobile content marketing.

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