Since many consumers are already engaged with content on their devices in public spaces, they are less likely to notice the invitation to receive the message. Also, due to NFC's limited transmission field, consumers must not only notice the printed ad and decide to make the connection, they must get close enough to the NFC tag to initiate the message.
As the novelty of NFC tags wane, it's an open question whether or not consumers will be willing to read and respond to advertising messages that require that level of effort on their part. In contrast, Bluetooth and Wi-Fi-based proximity marketing campaigns use a technology that is already standard on nearly all handsets to deliver an opt-in message directly to the device that consumers already use for most of their communications on the go. Consumers who opt to receive the marketing message can do so by simply touching their device screen.
Since Bluetooth is a ubiquitous wireless data sharing tool that comes pre-installed on practically all smartphones and consumers are now used to using Wi-Fi in public places, both technologies are familiar, and tech-savvy consumers generally understand that they can safely receive messages via Bluetooth and Wi-Fi without unwittingly transmitting private data.
This familiarity gives Bluetooth and Wi-Fi a distinct advantage over competing technologies when it comes to proximity marketing. But asking whether or not NFC will overtake Bluetooth and Wi-Fi may be asking the wrong question: Who says there can't be multiple methods of conveying proximity marketing messages to consumers?
You could define multiple WiFi hotspots with different settings. How WiFi Marketing Work. Keep in touch with Customers 1 Install Device. Wifi Marketing Benefits. Get feedback from customers via WiFi and improve your services. Say, for example, you are a fast-food joint owner and are looking to send advertisements to customers within a small radius of one mile from your store, geo-fencing and location-based advertising seem to be perfect.
However, location-based services are not really precise, especially when being used indoor. So if a customer is inside a store or an office building, there are chances that they will not be delivered the messages. Proximity targeting on the other hand can be used to determine the precise location of a consumer using more advanced technologies like beacons , WiFi, and Near Field Communication NFC.
Brand owners place beacons within a particular area around their business location. Proximity techniques, therefore, do not require virtual fencing. They focus on targeting every customer within a smaller zone like m or less, and that too indoors where GPS can otherwise fail. Additionally, proximity targeting is a more personalized approach where only contextually relevant messages are sent to the user.
Beacons are used to track the consumers who are close to the brand outlet, and customized digital ads are then used to influence their purchasing decisions. Proximity marketing is therefore a technique that is used to influence a consumer who is indoor, within say, 50 meters range to make an impulsive decision. Beacons can therefore take into consideration your purchasing habits like which shopping department you spent the most time in a store and can send you attractive offers for a product in the department.
Some of these are:. As reported by GeoMarketing , the number of global beacon deployments is expected to cross million. This means that customers will now be targeted with precise advertisements based on demographics and location. Proximity targeting beacons are the tools that advertisers have been long searching for.
It not just helps them to engage with their existing customers but helps create new ones too. They can use it for:. Content sharing has never been so targeted and easy.
Using beacons also means that the money spent on traditional advertisements like printing can be put to much better use. User experience is the key to retaining customers. While big eCommerce brands use it to create positive consumer reviews, it is no longer limited to just them. Proximity techniques are equally beneficial to any brick-and-mortar business that is looking at providing customized and location-specific services.
Relevant and well-timed content is known to increase the purchase intent. Proximity targeting can, therefore, be used to:. Additionally, the use of proximity marketing techniques helps the brands in retaining their loyal customers by keeping them involved and engaged.
Strategies like sending time-sensitive geo-targeted offers, rewarding loyal customers for spending time in your premises, etc have proven to be very important aspects of customer loyalty programs. Companies can harness the data that they capture through active beacons and internet-connected devices.
Businesses are now considering the use of localized marketing with the introduction of beacons within the stores. The target here is not just to create a better user experience but also to collect data for future campaigns. This is where proximity techniques and beacon-powered applications can be leveraged to create comfortable shopping experiences. The devices are used to help consumers navigate to specific pinpointed locations within the store.
Various leading eCommerce brands are already using this technology to help customers find a product and see its exact location within a store. Proximity technology is, therefore, extremely beneficial in navigating through large shopping malls, museums, multi-story buildings, or even airports.
Proximity targeting can be implemented using the following methods:. Beacons are small devices that transmit signals to internet-connected devices like a smartphone. Beacons work by broadcasting radio signals a combination of letters and numbers. The mobile devices then track the beacon signals. Beacons are used to collect customer data and help deliver proximity campaigns to mobile users.
As mentioned earlier, geo-fencing is a virtual boundary in a pre-set radius around the store location. When a customer enters a defined radius, they receive a push notification. While geofencing is not really proximity targeting since it uses GPS technology and works outdoors , it is being considered here since it works in a small and precise radius.
They include: the ability to tailor marketing messages and promotions to the ideal group s of customers;.
Like any form of marketing, proximity marketing comes in many different forms, and each one relates directly to the technology used to target potential customers.
QR codes: these small, square barcode-like symbols are now a popular sight in public locations. WiFi: the most common way to connect to the internet wirelessly beyond cellular, of course. NFC: built into most modern smartphones, near field communication is a way to securely transfer data wirelessly between devices. Geofencing: this uses GPS location data to create a virtual geographic boundary which can be used by software to approximately locate something.
Beacons: found hidden in shops and hospitality venues, these transmit data via Bluetooth. For this to work, the customer needs a Bluetooth device typically their smartphone and be present in the location where the proximity marketing technique is being used. In that same location, there needs to be a beacon which can send out your marketing messages. Once these factors are in place, the beacon will constantly scan for devices that meet the criteria required to send personalised messages, and then do so.
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