Last updated on April 18, 2014 at 17:24 EDT

Mobile Marketing Association Helps Marketers Leverage Location Based Marketing on Mobile Devices

October 13, 2011

NEW YORK, Oct. 13, 2011 /PRNewswire/ — 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 capability that only mobile delivers.

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“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: http://www.mmaglobal.com/MobileLBSWhitepaper.pdf

About the Mobile Marketing Association (MMA)

The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.


Valerie Christopherson/Evan Tamura
Global Results Comms (GRC)
+1 949 608 0276

John Bianchi
Communications Director – Mobile Marketing Association
Mobile: 917 693 4290
Email: John.Bianchi@mmaglobal.com | Skype: john.bianchi63

SOURCE Mobile Marketing Association

Source: PR Newswire