The Direct Marketing Association has formed the new Mobile Marketing Council, following the creation of a strategy group earlier this year. Chaired by Nick Fuller, the council’s primary objectives are to promote a greater understanding and use of the medium to both members and the wider industry.

Mobile is becoming an established direct marketing medium for applications as varied as direct response fulfilment, CRM and advertising. DMA members and the broader industry are therefore set to benefit from the Council’s support in areas such as legislative compliance (particularly around consumer permission), technology understanding and best practices. The Council has already compiled a Code of Practice for membership consultation which is now available via its microsite at www.dma.org.uk and is running several events where case studies from experienced practitioners are combined with hands-on demonstrations.

Nick Fuller, Chair, Mobile Marketing Council, says: “Within digital, mobile marketing is probably the newest area but its staggering growth and potential continues to grab marketers’ attention. According to the DMA’s Future Trends Survey 2005, interactive media is the fastest growing area of Direct Marketing. This is why the DMA has established a council – to offer members support and advice as well as to promote the benefits of mobile marketing.”

Members appointed to the council comprise:
• Nick Fuller, Chairman
• Paul Berney, Response Mobile
• Gillian Kennedy, EMAP
• Troy Norcross, New Media Edge
• Anna Montes, Osborne Clarke Solicitors
• Spencer Stafford, Mike Colling & Co
• Alan Hughes, Effective Direct Marketing
• Jonathan Bass, Incentivated
• Kevin Kuklinksi, Macmillan Cancer Support

For further information please contact:
- DMA: Rachel Leigh (020 7291 3315 / rachel.leigh@dma.org.uk)
- Incentivated: Amanda Harrison (01296 660 294 / helo@amandaharrisonmedia.co.uk)

Editor’s Notes

About the Direct Marketing Association (UK) Ltd (DMA)

The DMA UK is the largest trade association in the marketing communications sector, with over 900 corporate members. The DMA’s mission is to maximise value for members, whilst maintaining and enhancing consumer trust and confidence in the direct marketing industry.

To assist, the DMA administers a portfolio of Preference Services that allow consumers to register their contact details, free of charge, should they choose to reduce the amount of direct marketing approaches they receive via mail, telephone, fax and email.

Sales attributed to direct marketing activity total £107 billion each year, £67 billion of this from consumer sales and £40 billion resulting from business to business direct marketing. As an industry, direct marketing generates around 9% of consumer sales on a yearly basis as well as employing roughly 814,000 people (both directly and indirectly) and supporting 3% of all employment in the UK. In 2004 organisations spent a total of £37 billion on direct marketing, of which over £14 billion can be attributed to media spend.

DMA members benefit from added protection, intelligence and growth, which together we call the Power of Association. Within these three areas, DMA member services include government lobbying, free legal advice, training & development, representation on DMA Councils, networking opportunities, regular updates of current dm issues/legislation, research, use of the DMA logo, promotion of member companies and discounts on a range of dm products/services.

For further information please visit www.dma.org.uk. For details on the benefits of becoming a DMA member please call 020 7291 3388 to speak to the membership team, email membership@dma.org.uk, or visit www.dmamembership.org.uk.

About Incentivated

Incentivated works with global brands to help them communicate with customers instantly and easily via their mobile phones.

We develop and manage mobile marketing campaigns and services on local, national and international levels. We reach people in all corners of the world and in many languages, using text messaging and the mobile internet.

We believe the mobile phone is an intensely private medium. Respecting this principle, our campaigns provide information that consumers find useful and welcome.

Founded in 2001, Incentivated's fast growing client base includes British Airways, Jaguar Cars, Hilton Group, Esporta, Carphone Warehouse, OneTel, Scottish Power and Macmillan Cancer Support.

Published on: 12:00AM on 28th July 2006