WHAT IS PROXIMITY MARKETING?
Proximity marketing is a new, cutting-edge
strategy and form of mobile interaction designed
to attract customers when they are near a
business, potentially allowing a business to reach
customers they would never be able to connect
It is defined as the localized wireless distribution
of advertising content associated with a particular
Transmissions can be received by individuals in
that location who wish to receive them and have
the necessary equipment to do so.
HOW IT WORKS?
It connects people by 3 main ways:
1. Bluetooth based system
2. NFC based system
3. GSM based system
BLUETOOTH BASED SYSTEM
Proximity hotspots constantly sends marketing
content via Bluetooth to mobile phones of our
The transmission is totally free and requires no
technical knowledge from our Customers.
The only requirement is Bluetooth-enabled mobile
phone of the Customer.
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.
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
Proximity Marketing via SMS relies on GSM 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.
It is also used for commercial service known as
Blue water, 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
ADVANTAGES OF PROXIMITY
It is free for handset owners to receive downloads.
It is quicker to download than MMS and other cellular solutions.
It does not require the use of Cell / Mobile networks - thus incurs no
It is standards based and legal (it operates in the unlicensed, 2.4 GHz
It is measurable and can show clear Return on Investment (RoI) for
It can be targeted to a specific location, group or event at any time.
It is low cost, requiring only capital outlay from transmitters and
It does not capture mobile numbers or access data on handsets thus is
Give customers faster, more accurate
access to the information they want — not
the information they don't.
Free brand awareness
Creates better relationship with customers.
Free effective and measurable brand