The Direct Marketing Association UK (DMA) has launched a series of a mobile marketing guides intended to help educate direct marketers about all the various commercial options available to them. (available for download)

There are a series of 12 guides covering the following topics:

• User Generated Content
• Mobile TV
• Mobile Social Media
• Mobile Internet
• MMS
• Java Applications
• Mobile Widgets
• Mobile Ticketing and Coupons
• Mobile Behavioural Targeting
• Mobile Commerce and Payment
• Location Based Services
• Ad-funded Mobile Content

Lack of information and education are often cited as some of the biggest barriers to growth of mobile advertising and marketing. Chairman of the DMA Rosemary Smith comments: “The DMA is focused on supporting all direct channels available to marketers and increasingly this means looking at digital media. Mobile is the newest and most personal of channels and the publication of these Help Notes will ensure that members can keep up with the latest trends.”

Alternatively, the guides can be downloaded individually on the DMA Mobile Marketing Council microsite.