512 CHAPTER 15 E-COMMUNICATIONWhen using mobile marketing techniques, a lot of legal and moral implications have to be
taken into account. Th e Mobile Marketing Association (MMA), which represents more than
700 companies worldwide, is the key institute regulating the mobile industry. Th e MMA has
released its Global Code of Conduct, designed to provide guidelines that all mobile marketers
should consider and build their mobile marketing initiatives around. Th is code has fi ve
categories:^120- Notice: the fundamental principle. Informing users of the marketers’ identity or products
and services off ered, as well as the key terms and conditions that govern an interaction
between the marketer and the user’s mobile device. - Choice & Consent. Respecting the right of the user to control which mobile messages he or
she wants to receive by obtaining consent (opt-in) and implementing a simple termination
(opt-out) process. - Customisation & Constraint. Ensuring that collected information is used to tailor com-
munication to the interests of the recipient and is handled responsibly, sensitively and in
compliance with applicable law. - Security. Th e implementation of reasonable procedures to protect user information from
unauthorised use, alteration, disclosure, distribution or access. - Enforcement & Accountability. Th e MMA expects its members to comply with the MMA
Privacy Code of Conduct and has incorporated the code into applicable MMA Guidelines.
Interactive television
Interactive (digital) television, or i(D)TV , is television content that gives viewers the ability to
interact with programmes and to use a number of interactive services such as t-government,
t-banking, t-commerce, t-learning information, games, video-on-demand and communication
(t-mail), all supported by a set-top box.^121 Th is relatively new medium off ers new possibilitiesBritish Airways wanted to promote its Executive Club mobile application. This app allows members to manage
their account, reservations, and access real-time flight information via their mobile phones. British Airways decided
to run a mobile e-mail campaign to reach its members after research had shown that this was the preferred way for
travellers to receive information. To be successful, the e-mail had to be optimised so it was viewable on a small
screen and it also needed to suit the users’ commonest devices. The mobile e-mail allowed users to access their
inbox no matter where they were travelling on any given day. The e-mail was targeted and to the point. Someone
with an iPhone would receive information about a new app that allows him or her to scan the ticket instead of print-
ing it out. The mail showed examples of what the app could do. The campaign resulted in 250 000 downloads.^118
Kraft Foods wanted to promote the launch of new instant coffee products, Jacobs 3in1 and Jacobs 2in1. The main
objective was to place product samples among early adopters and opinion leaders and build a customer database
for future CRM. The call to action invited consumers to request a product sample by texting a keyword. The cam-
paign was promoted in print and TV ads as well as with online and mobile banner ads. A targeted list of opted-in
consumers also received push SMS messages inviting them to text in for the sample. The consumers who
responded were sent a link to the mobile sampling portal. Over 400 000 samples were requested, and more than
80 000 users opted in for future messaging. Because the keyword was specific for each medium, results could
easily be broken down over the different media: the 650 banner ads on selected portals had a CTR of 3%, compared
with 10.6% of the targeted list who responded to the push text messages, and only 0.4% responded to the TV ad.^119M15_PELS3221_05_SE_C15.indd 512M15_PELS3221_05_SE_C15.indd 512 6/6/13 8:55 AM6/6/13 8:55 AM