Location | Mobile Marketing Association

Location

Location: The Ultimate in Contextual Marketing
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As the mobile phone has emerged as the single most personal means with which to communicate, the day’s speakers underscored that mobile as a marketing platform has to be equally personal, providing users with messaging that is meaningful, appropriate, relevant and contextual.

Release Date: 
April, 2016

As the mobile industry rapidly adopts location technology in all its forms, The Mobile Marketing Association has released, “Understanding the Beacon Proximity Landscape,” the latest update from their In-Store and Beacon Working Group. The paper defines the beacon ecosystem and outlines the opportunities and challenges facing each stakeholder within that system—giving particular attention to consumers and the privacy imperative.

Release Date: 
November, 2015
Demystifying Location Data Accuracy

The always-there, always-on nature of mobile devices combined with the ability to determine precise location gives marketers the unprecedented ability to deliver relevant messages to consumers. Location data can enhance the entire marketing cycle — from developing an understanding of who consumers are, to understanding their context at the moment the message is displayed, and then measuring the impact of marketing programs.

Release Date: 
October, 2015

No longer just a tool for “in the moment” targeting, major brands are now leveraging the rich contextual information that location provides to create highly-targeted audience segments, enabling them to strategically target consumers at specific points in their day, not just when they’re within close proximity of a brand’s store or restaurant.

This is a great resource for Brands, Retailers, Agency Creative and Analytics vendors and experts.

Key Insights & Takeaways

Release Date: 
June, 2015
File Size: 
594 KB

Produced by the MMA NA Location Committee Audience Working Group, this white paper shares how major brands are using location data for more effective audience targeting. Titled, “Using Location for Audience Targeting”, the paper reveals how user location and place data is evolving from a tool used primarily for “in the moment’ targeting, to an essential component in the creation of accurate audience segments. Please read the full press release here.

Release Date: 
February, 2015
Release Date: 
December, 2014
Release Date: 
December, 2014
Release Date: 
November, 2014
File Size: 
1.0 MB