MMA Forms IVR Committee

Gail Chiasson, North American Editor

During the Mobile Marketing Association’s Consumer Best Practices Forum recently in Florida, the MMA announced the formation of the MMA Interactive Voice Response Committee.

The Committee’s objectives are educating the marketplace, creating best practices and building standards around the effective use of interactive voice services in mobile marketing. As mobile marketing continues to become more refined and engaging to consumers, IVR services are being used with greater frequency and the MMA wants to help guide its use for the benefit of both marketers and consumers.

“With the increasing use of interactive voice and the audio channel in mobile marketing, the time has come for mobile marketers to share our experiences, develop best practices and create guidelines to best use this medium to successfully deliver marketing communication and create broad acceptance by consumers.” says Michael Becker, North America managing director of the MMA. “The goal of the IVR Committee is to oversee the development of these standards, communicate them to the industry and support their use in the marketplace.”

The MMA IVR Committee is scheduled to meet for the first time in the middle of February. The committee will be open to MMA members who are interested in participating in the development of guidelines, best practices, educational workshops, open forums and other relevant information to further the reasonable use of IVR based mobile marketing.

The Committee will be co-chaired by Dennis Becker, CEO, CommerceTel Corp., a leading provider of mobile marketing technology that has been at the forefront of providing voice and IVR services in conjunction with text messaging to mobile marketing campaigns.

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