3. PROXIMITY MARKETING
This is the localised wireless distribution of
advertising content associated with a particular
place.
The location of a device may be determined by:
• A Bluetooth or WiFi device being within range of
a transmitter.
• An Internet enabled device with GPS enabling it
to request localised content from Internet
servers.
• A NFC enabled phone can read a RFID chip on
a product or media and launch localised
content from internet servers
4. PROXIMITY MARKETING
Companies that Utilise Proximity Marketing
• Marks & Spencer
M&S has signed up to O2‟s geo-location based
marketing service “You Are Here” to send targeted
offers to shoppers near its stores.
The pilot service, launched by O2 last October,
enables brands to send text or MMS messages to
O2 customers who pass by areas they “own”.
• Starbucks and L‟Oréal
These two companies have signed up with O2 to
undertake a six-month trial of its large-scale
location-based mobile marketing platform in the
UK.
The new system, believed to be a world-first for a
mobile network, will enable brands to deliver
relevant SMS and MMS to consumers in a more
localised, targeted, engaging and effective way
than ever before
5. APP DEVELOPMENT
• This is the development of apps for
handheld devices.
What technologies are available for
app development?
To create a new iPhone app you can
download „the Software Development
Kit For iPhone‟ and will have to do this
on a mac. Apple also uses „XCode‟ to
edit and create new apps for iPhones
and Mac‟s.
Blackberry creates new apps with Java
SDK.
6. IADS
What is an iAd?
An iAd is an application for all iPads, Mac Books, iPhones and
iPod Touch users. The device only targets the advertisements to
the brands target audience. An iAd combines with story telling
and the power of TV. As the app is also available for iPads, it
allows advertisers to broadcast their add on a bigger scale.
Examples
• BMW X3
Launching the all new BMW X3 and driving
pre-orders with user-generated content and
the ability to customize the car of your dreams.
7. IADS
•
Nissan LEAF™
Driving awareness and consideration
for the new 100 percent electric car by
offering an experience that is as intuitive,
forward-thinking and exciting as the
Nissan LEAF™ itself.
• Audible.com
Introducing new users to the
Audible.com brand and showing them,
with Jon Stewart‟s help, that listening to
a book can be even better than reading
It.
10. IPHONE APPS
Namedropper is an app currently based in Newcastle. The
purpose of the app is to allow you and your friends to see
how much drinks/entry is in a certain club on a certain night.
The app also allows the consumer to put themselves and
their friends onto the clubs „guestlist‟ that entitles them to
cheaper entry. It also has a GPS navigation system included
which allows consumers to locate where the club is, and the
app has a „rate your night‟ app, where they can
communicate with other consumers telling them their
opinions of the club/bar they attended.
Draw Something is an app allowing consumers to interact
with Facebook friends to play a game. The aim of the game
is to try to draw a word that the consumer has been given.
So, for example if the word is ship player one has to try and
draw a ship whilst player two has to guess what the other
player is drawing. Not only does the app allow you to
connect with Facebook friends but it also allows contestants
to play random players who have the app as well.
11. • Angry birds is an app where consumers have to
fling the „angry birds‟ to knock down the
competitors house. There are a numerous
amount of levels to go through to complete the
game and win, each level gets harder and
harder as the game goes on. If a player loses all
their lives, they will have to start the level again
