Proximity Marketing - GSMA World Congress Recap Continued
After having a chance to review all the marketing brochures I
collected at the GSMA conference last week I found one from a company focused
on Proximity Marketing.Proximity marketing is not the same concept as mobile marketing,
although both offer marketing capabilities via the mobile market.
Proximity Marketing can be defined as the localized wireless
distribution of advertising content associated with a particular place.Marketing messages and adverts can be
communicated to individuals in that location who wish to receive them.
Of course no hard and fast definition really exists which
separates the two, the easiest way to distinguish Proximity Marketing from
Mobile Marketing is simply the concept of localized content.Potential advertising audiences (you
and me) must enter a “localized” area such as a grocery store or a shopping
center in order to receive the marketing message or advert.
Proximity marketing can be attached to individuals,
billboards, posters, etc. with the intent to reach the customers while the
customer are near “your area”, whether the area is a bookstore or mass transit
system for example.
Depending upon your geography, the technology utilized to communicate
with the mobile devices of target customers can be Bluetooth, Infrared or WiFi,
with Bluetooth currently being the dominant protocol supporting the delivery of
The process of proximity marketing involves setting up
vendor "broadcasting" equipment at a particular location, and then
sending information, which can be text, images, audio or video to enabled
devices within range of the broadcast server.
Potential users of a Proximity Marketing schemes are:
Financial Institutions / Banks
Shopping Centers / Malls
Restaurants / Pubs
Mass Transits areas / Airports
Concerts / Outdoor Events
At the GSMA conference I met with Hypertag out of the
U.K.Although it is always
difficult to have an in-depth review, their solution appears to be robust and
comprehensive.I was impressed by
their technology, and they have a very clear go to market strategy that will
serve them well in the future.
For a deeper look into Hypertag please visit their website