• October 13, 2011

The Mobile Marketing Association has released a new white paper on location-based services (LBS) marketing, highlighting the possibilities within the emerging category, as well as outline best practices for providing a good user experience. The report includes current examples of LBS campaigns and discusses different aspects, such as search, location-triggered services, Click to “X” routing, check-in based contests, and games. It also looks at measures to ensure comsumer preference and privacy considerations, including notification, security, data retention, opt-in, opt-out and relevance. --Mark Walsh