Proximity marketing: When worlds collide - Direct Marketing News - 0 views
-
rise of mobile technology
-
Proximity marketing merges the physical and digital domains by using mobile devices to reach consumers at the greatest point of influence, providing bargains for shoppers and increased sales and consumer insights for retailers
- ...17 more annotations...
-
Earlier his week I learned about Proximity Marketing and I am not certain if I like the idea. According to this article written by Romanov, Proximity Marketing "combines the digital and physical worlds in a new way, offers many advantages to both consumers and retailers. It's an agile ad strategy that allows merchants to make changes on the fly to improve message effectiveness and reach sales targets on specific items. It provides amazing consumer insights." Sounds like a great concept; it uses mobile devices, which most people have, to send an alert once shoppers are within range advising that bargains are available. The consumer then has the choice to accept (or not) the message, which could be a simple discount or even an interactive game. The consumer's privacy is protected as it is at no cost to them. This can potentially increase retailer sales, at a lower costs, and produces data on consumer buying habits. Win-Win. The issue I have with this is the overall multitude of alerts received from various retails. I am not concerned about privacy issues; it is more of an annoyance issue.
-
I actually like this idea because I shop aimlessly. When I'm in the radius of a sale I get excited!!. It makes it easy to choose which store I will go into. It will be great if you can turn the alert on and off. On days I'm not shopping I don't want the alerts to go off. That can be distracting and annoying.