For a marketer, publisher or media buyer, understanding the language of location is now an essential skill. In response, the MMA Location Committee has developed this guide to serve as a quick, go-to resource to explain fundamental technologies, measurements and strategies in addition to the growing list of the terms and acronyms that have rapidly become commonplace in the industry.
As mobile platforms advance, one of the most valuable components, location, has revolutionized marketing outreach. Slated to grow to a nine billion dollar industry in a matter of years, location offers an unprecedented advantage for marketers to connect with consumers at the right place and time.
With location capabilities developing, there is a critical need for guidelines as marketers look to harness the power of location-based marketing and advertising. Location data comes from a variety of sources, including Wi-Fi, cell towers, GPS, self-reporting, as well as a combination of methods. Additionally, there are a number of terms, definitions and acronyms specific to the space. It is a complex landscape for companies to navigate.
That is why the Mobile Marketing Association(MMA), the leading global trade association for the mobile marketing industry, worked with the Location Committee to develop “The Location Terminology Guide – The Language of Location,” which outlines fundamental technologies, measurements and strategies across the location space. The document was released today at the MMA’s annual conference, SM2.