Proximity marketing
Encyclopedia
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:
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.
, 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.
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.
Some phones/devices have an option to turn off the receipt of such messages.
There are provisions for "welcome" messages to be sent when entering new countries introducing networks available.
There are also capabilities for messages to be sent by emergency services.
GSM localization accuracy varies depending on location.
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. It is also used for commercial service known as Proxima SMS. Philippines has the world's highest traffic of SMS (locally referred to as texting).
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.
Wireless
Wireless telecommunications is the transfer of information between two or more points that are not physically connected. Distances can be short, such as a few meters for television remote control, or as far as thousands or even millions of kilometers for deep-space radio communications...
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
Broadcasting
Broadcasting is the distribution of audio and video content to a dispersed audience via any audio visual medium. Receiving parties may include the general public or a relatively large subset of thereof...
, 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 BluetoothBluetoothBluetooth is a proprietary open wireless technology standard for exchanging data over short distances from fixed and mobile devices, creating personal area networks with high levels of security...
or WiFiWIFIWIFI is a radio station broadcasting a brokered format. Licensed to Florence, New Jersey, USA, the station is currently operated by Florence Broadcasting Partners, LLC.This station was previously owned by Real Life Broadcasting...
device being within range of a transmitter. - An InternetInternetThe Internet is a global system of interconnected computer networks that use the standard Internet protocol suite to serve billions of users worldwide...
enabled device with GPS enabling it to request localized content from InternetInternetThe Internet is a global system of interconnected computer networks that use the standard Internet protocol suite to serve billions of users worldwide...
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
BluetoothBluetooth
Bluetooth is a proprietary open wireless technology standard for exchanging data over short distances from fixed and mobile devices, creating personal area networks with high levels of security...
, a short-range wireless
Wireless
Wireless telecommunications is the transfer of information between two or more points that are not physically connected. Distances can be short, such as a few meters for television remote control, or as far as thousands or even millions of kilometers for deep-space radio communications...
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
VCard
vCard is a file format standard for electronic business cards. vCards are often attached to e-mail messages, but can be exchanged in other ways, such as on the World Wide Web or Instant Messaging...
can also be used.
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.
GSM-based systems
GSM 03.41 which defines the Short Message Service - Cell Broadcast (SMS-CB) allows messages (advertising, public information, etc.) to be broadcast to all mobile users in a specified geographical area.Some phones/devices have an option to turn off the receipt of such messages.
There are provisions for "welcome" messages to be sent when entering new countries introducing networks available.
There are also capabilities for messages to be sent by emergency services.
GSM localization accuracy varies depending on location.
In the Philippines
Philippines
The Philippines , officially known as the Republic of the Philippines , is a country in Southeast Asia in the western Pacific Ocean. To its north across the Luzon Strait lies Taiwan. West across the South China Sea sits Vietnam...
, 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. It is also used for commercial service known as Proxima SMS. Philippines has the world's highest traffic of SMS (locally referred to as texting).
Bluewater, a super-regional shopping centre in the UK, has a GSM based system supplied by NTL
NTL
NTL Incorporated, was a U.S.-listed British company, that became the first "quadruple-play" media-company in the UK, bringing together television, Internet, mobile phone and fixed-line telephone services. While NTL has its headquarters in New York City, the company's activities focus heavily on...
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.
See also
- Mobile MarketingMobile MarketingMobile marketing can refer to one of two categories of interest. First, and relatively new, is meant to describe marketing on or with a mobile device, such as a cell phone using SMS Marketing....
- NarrowcastingNarrowcastingNarrowcasting has traditionally been understood as the dissemination of information to a narrow audience, not to the general public. Narrowcasting involves aiming media messages at specific segments of the public defined by values, preferences, or demographic attributes. Also called niche...
- BluetoothBluetoothBluetooth is a proprietary open wireless technology standard for exchanging data over short distances from fixed and mobile devices, creating personal area networks with high levels of security...
- SideloadingSideloadingSideloading is a term used in Internet culture, similar to "upload" and "download", but in reference to the process of transferring data between two local devices, in particular between a computer and a mobile device such as a cellphone, smartphone, PDA, or portable media player.Sideloading...
- Low-power broadcastingLow-power broadcastingLow-power broadcasting is electronic broadcasting at very low power and low cost, to a small community area.The terms "low-power broadcasting" and "micropower broadcasting" should not be used interchangeably, because the markets are not the same...
- Location-based media
- Location-based serviceLocation-based serviceA Location-Based Service is an information or entertainment service, accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device....
- Location-marketing
- HypertagHypertagFounded in 2001 and based in Norwich, Hypertag is a supplier of proprietary proximity marketing technology. It predominantly sells this to brands, allowing them to connect to consumers’ mobile phones based on their proximity to a physical location using short-range mobile wireless technologies such...
- spam (electronic)Spam (electronic)Spam is the use of electronic messaging systems to send unsolicited bulk messages indiscriminately...