Optism™

A new issue of the International Journal of Mobile Marketing (IJMM) has been published, featuring the latest thinking on how the mobile channel can be used effectively for marketing. The award-winning IJMM collects insights and research from leading academics, students and industry professionals around the globe. The Mobile Marketing Association’s Academic Outreach Committee oversees the IMJJ’s publication in consultation with an Editorial Review Board made up of academic and industry professionals.

The Winter ’11 issue includes critical thinking on mobile marketing developments in specific countries, including India, Pakistan and South Korea. It also provides articles on different aspects of the interplay between mobile marketing and social media.

In addition, this issue features an analysis by Optism’s Mihai Vlad of the importance of transparency, straight talk and building trust in permission marketing approaches. Mihai’s article provides the academic underpinning for the ideas introduced in his recent Optism blog, “Thinking Human: Six Steps for Building a Successful Opt-In Mobile Marketing Strategy.”

Mihai’s article is the first offering in a new section within the journal called “Invited Commentary.” MobileGroove’s Peggy Salz has leveraged this development in the IJMM to introduce her own new series on “the best and brightest” in our industry. Her inaugural piece focuses on Mihai Vlad and his refreshing take on “how companies and brands can (and must) approach people to ensure a desired outcome for everyone involved.”

We highly recommend the International Journal of Mobile Marketing.