The blessing and curse of proximity marketing | Marketing Dive - 1 views
-
Over the last few years, retailers have increasingly seen consumers migrate away from brick-and-mortar retail stores in favor of convenient digital outlets.
-
Proximity marketing is a way to appeal to these fundamental consumer desires without sacrificing a focus on the in-store experience.
-
This type of technology has potentially widespread applications for retailers and marketers working in partnership with each other and sharing data — for example, in airports or shopping malls where a specific marketer may not have a relationship with a particular consumer, but can provide a platform where other retailers can integrate their apps and reach out to that consumer.
- ...9 more annotations...
-
The Federal Trade Commission (FTC) has brought several enforcement actions against both online and offline companies for failing to comply with their posted privacy policies, failing to adequately safeguard data, failing to honor consumer opt-out promises and for a general lack of transparency.
-
Today's consumers engage in a shorter purchasing process, but the essential principles that underlie business-to-consumer marketing have not changed — consumers still make emotional buying decisions, they still want to comparison shop t
-
Proximity marketing provides a means to place targeted messages in the hands of consumers, literally. It's the next best thing to actually walking up and putting a product in a customer's hands yourself. Customers might walk right by a sign and ignore it or scroll right past an ad in a social feed but a notification can't be overlooked quite so easily. Sending messages directly to nearby mobile users' phones increases engagement dramatically. Beacons drive promotions that are relevant to what clients are looking for, in real time, in places where it is easy for them to make a purchase.
-
-
According to recent studies, including a report by Retail Touchpoints, nearly half of retailers in the U.S. la
-
Whether you are a fashion retailer or a chain drugstore, proximity marketing should be on your radar
-
unched proximity marketing programs going into 2016, and the number has only skyrocketed this year.
-
Department stores such as Macy’s, Nordstrom and Neiman Marcus, as well as major fashion retailers such as Urban Outfitters and American Eagle, are already using beacons to target consumers based on their physical location
-
t a basic level, beacons emit radio signals to connect with nearby consumers’ mobile devices, working in conjunction with a retailer-specific app in order to push certain notifications to consumers when they are in proximity to the beacon — for example, a special offer for a product in the aisle in which they are browsing.
-
From marketers’ perspective, navigating these requirements poses a unique dilemma: how can they create content compelling enough to convince the consumer to stay committed through the opt-in process to share their data?
-
These reports and guidelines highlight the need for consumers to be informed of any data or tracking that they may not expect — for example, interaction with a broad-spectrum beacon that reaches beyond the confines of an affirmatively-downloaded retailer app.
-
This article helped me gain a better undestanding of proximity marketing and beacons. Beacons emit radio signals to connect with nearby consumers' mobile devices. This article discusses some of the pros and cons to proximity marketing in order to best engage consumers. Proximity marketing is a fairly new concept that is beginning to skyrocket.
- ...1 more comment...
-
I found the information about the legal requirements very interesting. If a notification pops up on my phone to ask if I would like to share information, like location, I almost never do.
-
Modern society is an era of big data. There are indeed many benefits to using proximity marketing. But pay attention to avoid excessive spam, so as not to cause customer dislike.
-
This article talks about the benefits of proximity marketing and why it is the new wave in which companies should get engaged and begin finding ways to utilize this kind of marketing amongst their consumers. The collected data is priceless information for a company to gather about its ideal customers and how to engage them. However, the downsides the article brings up are the legalities around opt-in and the opportunity to allow consumers to opt-out with ease, and the pressures to get the marketing continuously. That is a compliance issue that companies should stay clear and consider. Also, it the importance to build security features to care for this data and information being shared online.