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.
Distribution may be via a
traditional localized broadcast, or more commonly is specifically targeted to
devices known to be in a particular area.
The location of a device may
be determined by:
- A cellular phone being in a particular cell.
- A Bluetooth or WiFi device being within range of a transmitter.
- An Internet enabled device with GPS enabling it to request localized content from Internet servers.
- A NFC enabled phone can read a RFID chip on a product or media and launch localized content from internet servers.
Communications may be further
targeted to specific groups within a given location, for example content in
tourist hot spots may only be distributed to devices registered outside the
local area.
Communications may be both
time and place specific, e.g. content at a conference venue may depend on the
event in progress.
Uses of proximity marketing
include distribution of media at concerts, information (weblinks on local
facilities), gaming and social applications, and advertising.
Bluetooth-Based Systems
Bluetooth, a short-range wireless
system supported by many mobile devices, is one transmission medium used for
proximity marketing. The process of Bluetooth based proximity marketing
involves setting up Bluetooth "broadcasting" equipment at a
particular location and then sending information which can be text, images,
audio or video to Bluetooth enabled devices within range of the broadcast
server. Other standard data exchange formats such as Vcard can also be used.
This form of proximity marketing is also referred to as close range marketing.
It used to be the case that
due to security fears, or a desire to save battery life, many users keep their
Bluetooth devices in OFF mode, or ON but not set to be 'discoverable'. Because
of this, often regions where Bluetooth proximity marketing is in operation it
is accompanied by advising via traditional media - such as posters, television
screens or field marketing teams - suggesting people make their Bluetooth handsets
'discoverable' in order to receive free content - this is often referred to as
a "Call-to-Action." A 'discoverable' Bluetooth device within range of
the server is automatically sent a message asking if the user would like to
receive the free content.
Current mobile phones usually
have bluetooth switched ON by default, and a majority of users now leave
bluetooth switched on for easy connection with car kits and headsets.
Some implementations of
Bluetooth proximity marketing require users to run Java applications on their
phones to enable them to receive content. This has the advantage that only
those who choose to will receive content. Others require no handset-side
software.
The diversity of mobile phones
is huge. Screen sizes and supported file formats varies greatly. To obtain the
optimal user experience with Bluetooth Marketing, the Bluetooth system must be
able to automatically recognize phone models and deliver the proper content
automatically.
NFC-Based Systems
Near Field Communication (NFC)
tags are embedded in the NFC Smart Poster, Smart Product, Smart Book. The tag
has a RFID chip with an embedded command. The command can be to open the mobile
browser on a given page or offer. Any NFC-enabled phone can activate this tag
by placing the device in close proximity. The information can be anything from
product details, special accommodation deals, and information on local
restaurants.
The German drugstore chain,
Budnikowsky, launched the first NFC-enabled Smart Poster in October 2011 which
allowed train commuters to tap their phones on the poster to shop and find more
information. in November 2011, Atria Books/Simon & Schuster launched the Impulse
Economy, the first NFC-enabled Smart Book.
Proximity Marketing Strategy
using NFC Technology has been widely adopted in Japan and uses pull rather than
push marketing allowing the consumer the choice of where and when they receive
marketing messages.
There are a number NFC-enabled
phones entering the market spurred by NFC mobile wallet trials globally. NFC
wallets include the Google Wallet and ISIS (mobile payment system). While mobile
payment is the driver for NFC, proximity marketing is an immediate beneficiary
in-market.
GSM-Based Systems
Proximity Marketing via SMS
relies on GSM 03.41 which defines the Short Message Service - Cell Broadcast.
SMS-CB allows messages (such as advertising or public information) to be
broadcast to all mobile users in a specified geographical area. In the
Philippines, GSM-based proximity broadcast systems are used by select
Government Agencies for information dissemination on Government-run
community-based programs to take advantage of its reach and popularity (Philippines
has the world's highest traffic of SMS). It is also used for commercial service
known as Proxima SMS. Bluewater, a super-regional shopping centre in the UK,
has a GSM based system supplied by NTL to help its GSM coverage for calls, it
also allows each customer with a mobile phone to be tracked though the centre
which shops they go into and for how long. The system enables special offer
texts to be sent to the phone.
e-mail : pratheepvasudev@gmail.com
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