MMA Issues Location Marketing Guide

With location-based technology playing a growing role in mobile marketing, the Mobile Marketing Association on Wednesday released a new guide outlining the technologies, metrics, and strategies being used in the location space. The document, introduced at the MMA’s annual SM2 conference in New York, is divided into three sections:

1. Location Data and Signals: Examines the technology and data behind location as well as outline the advantages and challenges with each unique platform.

2. Location Targeting and Strategies: Dives into existing methods and techniques to build a location-targeted campaign based on mobile advertising goals and audiences.

3. Location Measurement and Metrics: Maps out the marketing opportunities and types of metrics available from tracking awareness to measuring conversions.

"The Location Terminology Guide – The Language of Location" also provides a glossary to help establish common industry terms and definitions to help streamline location-based advertising and marketing. The glossary includes terms such as cell-tower triangulation, cost-per-click, fingerprinting, hyperlocal, lat/long and precise location.

The 24-page guide also highlights the marketing pros and cons of technologies and strategies, such as Bluetooth, WiFi hotspots, global positioning systems (GPS), and geofencing. In relation to measurement, it defines metrics. such as cost-per-acquisition, cost-per-install and post-click rate.

The documents were developed by a working group of MMA North American Location Committee that includes 4INFO, AT&T, ESPN Mobile, Facebook, Motorola, Neustar and PayPal, among other companies.

A Pew Research survey released earlier this month indicated that people are becoming more comfortable with sharing their location. It showed that nearly three-quarters (74%) of U.S. smartphone owners use their phones to get directions or other information based on their current location. Furthemore, 30% of social media users said at least one of their accounts is set up to include their location in status updates. 

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