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MOBILE LOCATION BASED SERVICES MARKETING WHITEPAPER

For many marketers, mobile is the Holy Grail for Location Based Marketing. Location Based Marketing promises an unprecedented new way to connect with consumers and deliver highly relevant and targeted messages at a time and place when a consumer is most likely to act on them. The Mobile Marketing Association (MMA) has developed this whitepaper to educate the industry on Location Based Marketing, and to provide a general overview for mobile marketers seeking to understand the potential opportunities for Location Based Services1 (“LBS). The document outlines various Location Based Marketing opportunities and LBS products, along with appropriate measures to ensure a positive end user experience. Additionally, it includes definitions, attributes, and examples of Location Based Marketing that are currently being used in the marketplace, as well as future use cases, all intended to help direct the reader on how location technology may be applied in real world scenarios. This whitepaper should encourage experimentation with and adoption of mobile Location Based Marketing, and invites companies to share best practices with the MMA to help influence future mobile Location Based Marketing Guidelines.

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MOBILE LOCATION BASED SERVICES MARKETING WHITEPAPER