Proximity Based Marketing
Proximity marketing is the localized wireless distribution of advertising content
associated with a particular place. Transmissions can be received by individuals in
that location who wish to receive them and have the necessary equipment to do
so.
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Proximity Based Marketing Defines:-
Proximity based marketing is a catch-all term used to describe any use of location
technologies to directly communicate with customers through their mobile
devices. Importantly, this communication is not limited to smartphones— it
applies to any GPS or Bluetooth-enabled device
definition of Proximity is nearness in space, time, or relationship. Therefore,
proximity marketing is a form of advertising, where a marketer is able to initiate a
communication with a consumer that is timely, relevant and personal. The
engagement is made possible through a portable device (smartphone, tablet,
wearable). Proximity marketing, as a term, got introduced to the public
somewhere around 2008, when companies were able to send location-triggered
text messages to cell phones that were in proximity to a Bluetooth network and
had "discover-able" Bluetooth mode on.
Proximity marketing sometimes called hyper local marketing, is a form of localized
mobile marketing that focuses on sending advertisements to customer’s phones
who are within a specific targeted area, usually near a store or a specifically
advertised item. This transfer can be done through radio signals, SMS messages,
or scanned into phones through QR codes. The one thing unifying proximity
marketing is that it relies on the mobile user being within a markedly limited area
specifically targeted by the advertiser
Essentially a collection of different sensor technologies, proximity enables
awareness of both place and time for mobile apps:
Geofences —Software-based virtual perimeters. They are designed primarily for
large-scale proximity detection (~100m or larger) and have zero cost for
deployment.
Beacons — Inexpensive, micro-devices that simply broadcast a unique ID. When a mobile device gets within the range they can trigger a response in an app. They’re great for indoor or close proximities less than one meter, such as a point of sale display.
Wi-Fi — In addition to being used for internet access, Wi-Fi can also be used as a
medium range proximity detector (~90 meters). Mobile devices only need to
“hear” a Wi-Fi network without actually joining to trigger proximity actions.
Available only on Android devices.
QR — Established 2D barcodes that trigger a custom response from a mobile
device when scanned. QR codes are supported across platforms, cheap to deploy
and can be used from a number of distances based on print size ranging from
business cards to sides of buildings.
Near Field Communication (NFC) — Sticker-like tags that can be placed on
physical objects, that when tapped by an Android device can trigger a specific
action, such as deep linking into an app or opening a browser.
There are two types of Beacon Standard
Apple's iBeacon - Transmits a signal (UUID) that can be picked up by an app. The interaction with the app can be used to determine the device's location, as well as trigger a location-based action on the device (push notification, check-in, etc.).
iBeacon has been the most widely used beacon standard so far, as it was the only
beacon standard able to personalize the beacon interaction. Then came
Eddystone.
Google's Eddystone - Transmits a (UID) signal similar to iBeacons (UUID) signal to trigger push notifications or other actions in the app. If the customer doesn't havethe desired app, Eddystone is also able to transmit an (URL). Chrome 49 supports Eddystone, so when a consumer walks into proximity of a beacon, they will receive a passive, non-intrusive notification of a website. Last but not least,
Eddystone can transmit Telemetry signal with data like temperature, sound levels, humidity and so forth. Such data will give companies a lot of opportunities for additional analysis.
Proximity marketing with Wi-Fi
Everybody knows what Wi-Fi is, but companies can also use it for marketing
purposes. How does it work? A company sets up several Wi-Fi hotspots and
provides free internet access. In order to use it, a customer has to log in and
provides their details. The company who hosts the Wi-Fi network can then send
location-specific content to the consumer's’ browser. Wi-Fi networks can also be
used to measure foot traffic and general consumer movement.
All of the technologies mentioned above are useful tools when engaging in
communication that is timely, relevant and personal. The really powerful part is
that all of these technologies can be used together for an even rich customer
experience. For example, a customer is greeted by a geofence notifications once
they are near a store, upon entering the communication continues with beacon
messages or navigation, and finally, the customer can pay via NFC payments. All
of these interactions generate valuable proximity data which can be used to
further personalize future communication as well as used in online advertising for
retargeting purposes.
QR-Code Proximity Technology
QR-Codes are scannable barcodes for mobile phones and, when they are scanned
in, they display a landing page that the business has specified.
The QR-Code always remains the same, even if you decide to change your landing
pages. This means if you have 1000 leaflets with your QR-Code on them, you do
not have to worry about having to get them reprinted.
Another benefit of using our QR-Code Proximity Technology that you don't need
to spend ages trying to upload all the relevant information. After completing a
simple form, you are ready to start promoting your business in seconds
Bluetooth Proximity Technology Bluetooth Proximity is a great new way to advertise your business like never before. Not only is it a fraction of the cost of using traditional advertising methods, but it's also a great way to communicate with your customers. All our Bluetooth Marketing Systems can send any file that is compatible with mobile phones including Electronic Business Cards (vCard), Digital Fliers and
pictures (.jpg + .gif), Mobile movies (.3gp + mp4), Music Files (.mp3,.mp4,.wav +
Ringtones), Calendar Events (vCal), Mobile Games in Java (J2ME) , etc. Here at
TextBlue, we have an extremely talented design team that can create this media
for you at very reasonable rates, contact us for details. Please see below for
examples of our digital media work.
NFC Proximity Technology
NFC stands for “near field communication” and is one of the most popular forms
of proximity marketing in use today. It offers several advantages over Bluetooth
connectivity including being generally cheaper and not requiring power to
operate. One limitation of NFC is that NFC transmissions have a very short range
(usually only around 1 or 2 inches) requiring smartphone users to hold their
phone to where the NFC chip is located.
NFC is a very versatile technology that is used in a multitude of ways. For
example, NFC chips can be used to transfer info or ads to smartphones over very
short distances. Many modern credit and debit cards also have NFC chips built
into them, allowing for faster and more convenient payment at NFC-enabled
retailers. Mobile phones also have NFC chips built into them, allowing them to
imitate this use of credit cards and leading to the rise of mobile wallet apps such
as Apple Pay. Another Common use for NFC is in the form of NFC tags. Like the chips sometimes installed in larger ads, NFC tags are used to transfer information or ads to customers but don’t require a larger ad to be installed in. They can be made much smaller with custom images printed on them, allowing them to be placed in areas with more limited space or even potentially handed to interested customers.
Below is an example showing the small size of NFC chips and how they are used.
GPS Proximity Technology
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