A ce titre les terminaux mobiles disposent de nombreux équipements permettant l'identification de la situation géographique. Pour mieux comprendre comment capitaliser sur ces points de contacts contextuels et profiter des meilleures transformations possibles, je vous propose d’étudier le guide de La Mobile Marketing Association publié en octobre 2013, intitulé « LOCATION TERMINOLOGY GUIDE – THE LANGUAGE OF LOCATION ». Découvrez mon billet dédié sur mon blog http://marketing-webmobile.fr
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1. Location Terminology Guide: The Language of Location October
15, 2013 MMA Webinar Series
2. Todays SpeakersMonica Ho Vice President, Marketing xAd
[email protected] Jake Moskowitz VP Innovation Nielsen
[email protected] Moderator Guy Clayton Director of
Marketing Mobile Marketing Association [email protected] 3.
Location Committee Mission ThemissionofaMMANorthAmericaLoca3on
Commi5eeistohelpeducatethemarketonthe
growingopportunitythatexistsinloca3onbasedmobile
services,includingbutnotlimitedtotargetedmobile
adswhileelimina3ngtheconfusionthatalreadyexists
inthemarketplacetoday.
Asaresult,thecommi5eewillfocuson:Evangelizingthemobile-loca3onopportunityingeneral
Iden3fyandpromotebestprac3ces Helpestablishindustryguidelines 4.
Location Committee Participation To Date
Alreadyatnearly40membersrepresentedbythefollowingcompanies: 5.
Todays AgendaIntroduc-ontotheguide Breakingitalldown:
Loca3onData&Signals Loca3onTarge3ng&Strategies
Loca3onMeasurement&Metrics GlossaryofTermsGe7ngInvolved
WhatsNext? 6. Poll question #1How much exposure have you had to the
Guide? a) This is the rst Ive heard of it b) Ive heard of it but
not downloaded it yet c)Ive downloaded it but not read it yet d)
Ive read it but not passed it on to others e) Ive read it and
passed it on to others 7. Poll question #2Whats your role in the
industry? a) Media Agency b) Brand Marketer c) Media Platform/
Company/ Publisher (Network, Technology, Data company etc) d)
Association / Research Company e) Other 8. Q&ADont forget to
Tweet about this session using hashtag: #MMAWeb 9. Location
Terminology Guide: The Language of Location
www.mmaglobal.com/location-terminology-guide 10. Terminology Guide
G&Os Provideaneasytouseindustrytoolforanyen3ty
lookingtousemobileloca3ondatatopowertheir business
GoalsTocreateconsistencyinthelanguageweusewhenspeaking
aboutthemobile-loca3onopportunity
Helpbuildmarketerunderstandingandcondenceinthese
newoeringsandtechniquessotheyfeelcomfortable
inves3nginagrowingnewcategoryofmobileproductsand services 11.
Terminology Guide Breaking It All Down ReleasedinlateSeptember2013
24pageguide Nearly100dierenttermsdened 4mainsec3ons 12. SECTION 1
LOCATION DATA & SIGNALS 13. LOCATION DATA & SIGNALS
Dened8dierentdata/signals Accuracyvs.Scale Marke3ngProsandCons 14.
SECTION 2 LOCATION TARGETING & STRATEGIES 15. LOCATION
TARGETING & STRATEGIES 8StrategiesDened
Cleardeni3onoftheconcept Marke3ngProsandCons 16. SECTION 3 LOCATION
MEASUREMENT & METRICS 17. LOCATION MEASUREMENT & METRICS
12MetricsDened Cleardeni3on Categorizedbasedon
whereinthepurchasepath themetricwouldmost likelybetakingplace:
Awareness,Intentand Purchase 18. SECTION 4 GLOSSARY OF TERMS 19.
GLOSSARY OF TERMS 20. GETTING INVOLVED
Spaceisdynamicandconstantlygrowingandevolving
Wecannotpossiblyrepresentallareas/views Meanttobeaworkingguide 21.
GETTING INVOLVED Spaceisdynamicandconstantlygrowingandevolving
Wecannotpossiblyrepresentallareas/views MeanttobeaworkingguideAs a
result. We made the guide fully editable via a public Google doc
22. Poll question #3How helpful do you nd the guide? a) I had no
experience in location and this was a great rst intro b) I had some
experience and this helped ll in some gaps c) I knew all this and
it was only review d) I felt the content was incomplete and want to
get engaged with the Wiki e) Not applicable or other 23. Whats
Next? Lookoutforfuturepublicedi3onsoftheguide 24. Whats Next?
Lookoutforfuturepublicedi3onsoftheguide
ComingSoonLoca3onBasedResearchStudy 25. Whats Next?
Lookoutforfuturepublicedi3onsoftheguide
ComingSoonLoca3onBasedResearchStudy TheNewestCommi5eeWorkingGroups:
1. 2. 3. 4.In-StoreMarke3ng Privacy Adver3sing Audiences 26.
Q&AMonica Ho Vice President, Marketing xAd [email protected]
Moderator Jake Moskowitz VP Innovation Nielsen
[email protected] Guy Clayton Director of Marketing Mobile
Marketing Association [email protected] 27. Upcoming Events
& Programs Visit www.mmaglobal.com/events for more details on
future events and webinars Planning for 2014, contact the MMA at
[email protected] to get involved NY Forum AprilCannes
Lions JuneCEO/CMO Summit - JulySM2 - during Advertising Week -
Sept/OctSM2 China - MarchAPAC Forums - Singapore, Beijing, India,
Vietnam - June-OctEMEA Forum - London TBDLATAM Forum - Brazil -
July/Aug 28. Thank You ADDITIONAL RESOURCES Location Terminology
Guide: http://www.mmaglobal.com/location-terminology-guide
Committees at Work: A digest of the latest releases and outputs
from all MMA Committees.
http://www.mmaglobal.com/member-center/committees/news Membership:
If you are interested in becoming a member of the MMA and joining
the Location Committee and/ or one of the other many active
committees we run, please email [email protected] up
for the MMA SmartBrief: www.smartbrief.com/mmaSearch for partners
or get listed at the Mobile Marketing Industry Directory:
www.mobilemarketingindustrydirectory.com
