According to this press release from the Mobile Marketing Association (MMA), the organization has released the latest update from their In-Store and Beacon Working Group. This white paper, “Understanding the Beacon Proximity Landscape,” defines the beacon ecosystem and outlines the opportunities and challenges facing retailers, brands, publishers, and consumers. The privacy imperative is also addressed.
Sheryl Daija, Chief Strategy Officer of the MMA, stated, “Together with our member companies that are at the forefront of location marketing, the MMA is taking the lead in helping all stakeholders understand the state of the technology and the magnitude of the opportunity as well as provide guidance on best practice privacy measures.”
The paper concludes that beacons are receiving significant attention and high adoption rates because of their ability to provide real-world insights and location-triggered mobile engagements. Implementation, measurement, and best practices are also addressed in this paper.
The full white paper is available for downloading from the MMA.
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