Mobile Marketing Association Introduces Location Terminology Guide

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.

MMA Guide

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.

“Location is one of the most powerful tools in the mobile arsenal. With location-driven campaigns, marketers are able to blend content and context to deliver exactly what consumers want, when they want it,” said Sheryl Daija, Chief Strategy Officer, MMA. “To drive the integration of location across the industry, we must arm marketers with a baseline understanding of location marketing and advertising principles, as well as establish a lexical framework to promote productive dialogue.”

“The Location Terminology Guide – The Language of Location” deep dives into three core categories, including:

  • Location Data and Signals reviews the technology and data behind location as well as outline the advantages and challenges with each unique platform
  • Location Targeting and Strategies dives into existing methods and techniques to build a location-targeted campaign based on mobile advertising goals and audiences
  • Location Measurement and Metrics maps out the marketing opportunities and types of metrics available from awareness-based through conversion measurement

Additionally, the document provides a glossary of terms to promote a unified language that helps streamline location advertising and marketing efforts.

To view “The Location Terminology Guide – The Language of Location” document, please visit:

Source:  Mobile Marketing Association (MMA)