The Mobile Marketing Association has published its guide to mobile coupons. In it the MMA discusses the best practices for use of mobile coupons.

The guide discusses the various advantages of mobile coupons including:

• Add value to purchases
• Drive traffics to stores/entertainment attractions/services
• Direct discounts to consumers
• Targeting to consumers
• Leverages distribution

“The MMA has been at the forefront of this development world-wide as we seek to drive consistency of consumer experience through our global guidelines and best practices.” said Laura Marriott, president of the MMA.

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