GLOBAL – NEW YORK, OCTOBER 18, 2011: Today, the Mobile Marketing Association (MMA), the leading global trade association for the mobile channel, has taken the lead on Location Based Services (LBS) with the publication of a highly anticipated whitepaper, “Mobile Location Based Services Marketing”. For many marketers, Mobile Location Based Marketing promises an unprecedented, new way to connect with customers, delivering highly relevant, targeted messages at the time and place when a consumer is most likely to act on them.
“A maturation of technology, combined with innovation in marketing techniques, mean that LBS marketing is poised to take off,” said MMA North America Managing Director Michael Becker. “With today’s publication, the MMA is leading the industry forward, defining and exploring the potentially limitless possibilities LBS marketing opens up for all doing business in the mobile channel.”
The “Mobile Location Based Services Marketing” whitepaper shines a light on current examples of Location Based Marketing’s use in the marketplace, and identifies likely future-use cases. It is intended to inspire the reader to consider how location technology may be applied most effectively in their real-world marketing scenarios. It is the first step toward the development of best practices, and the long-term goal of the creation of industry standards.
The whitepaper also sets forth potential Location Based Marketing opportunities and products, such as search, location-triggered services, Click to X routing, check-in based contests and games. The paper explores appropriate measures to ensure a positive end-user experience through consumer preference and privacy considerations, such as notification, security, data retention, opt-in, opt-out, and relevance.
“Mobile Location Based Services Marketing” was created by the MMA Privacy and Preferences Committee, co-chaired by Alan Chapell of Chapell & Associates and Fran Maier of TRUSTe. To view the MMA “Mobile Location Based Services Marketing”whitepaper, visit: www.mmaglobal.com/MobileLBSWhitepaper.pdf.
