Mobile Marketing Without Accuracy? Just Guesswork, According to MMA

What’s mobile marketing that doesn’t hit the target on time worth? Probably not much. At least, that’s the thinking. And that thinking will be the topic of a Mobile Marketing Association (MMA) webinar on Thursday, November 12 from 1 to 2 p.m. (CST). “For marketers, where people are, where they’ve been, and where they are …   Read More

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Mobile Marketing Without Accuracy Just Guesswork, According to MMAWhat’s mobile marketing that doesn’t hit the target on time worth? Probably not much.

At least, that’s the thinking. And that thinking will be the topic of a Mobile Marketing Association (MMA) webinar on Thursday, November 12 from 1 to 2 p.m. (CST).

“For marketers, where people are, where they’ve been, and where they are going are strong indicators of consumer intent,” notes the MMA. “For consumers, they expect to have what they want and need when they want it. That means that brands have to adapt to meet mobile consumers expectations with right place and time messaging.”

The webinar is designed to help marketers understand the power of real-time location data that eliminates guesswork and more effectively reaches the right people based on the real places they visit everyday to influence where they will go next.

“In fact, MMA’s SMoX research shared that using creative location messaging and proximity targeting can drive a 40 percent increase in consumer engagement,” contends the MMA. “However, if the place data isn’t accurate, then it all falls apart.”

The webinar will examine the need for foundational accuracy — “the combination of precise location data signals and accurate places” — to build audiences based on the places people visit and attribute campaign success to store visits.

Topics will include:

  • The benefits of location-based mobile marketing
  • The variables that lead to location data inaccuracy
  • The challenges in precise geofencing
  • How to leverage place accuracy to develop location-based audiences and attribution
  • What questions to ask to ensure foundational accuracy for location-based mobile marketing

The webinar presenter is Monica Ho, head of marketing at xAd and a Board Member of MMA North America & co-chair of the MMA Location Committee.

For registration details, click here.

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