Shopkick | The Mobile Proximity Marketing Advantages and Disadvantages Retailers Must Know - 0 views
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mobile proximity marketing advantages disadvantages
shared by jbrit055 on 23 Sep 21
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The mobile market is maturing, with 82% penetration anticipated by 2020 in the US.
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Beacon technology, which powers proximity marketing, results in an estimated 40 million messages a year, and that number is ever increasing. As a result, the retail industry must be sure it is primed to take full advantage of this technology now and in the coming years.
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While proximity marketing is ideal for targeting the right audience at the right time, it’s also a complex and emerging marketing style that’s bound to have to work out a few kinks.
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The retailer added beacon technology to their stores in advance of Black Friday in 2015 through its Walk In and Win campaign. Macy employees and advertisements notified visitors of the upcoming event, encouraging them to download the store app in order to stay in the loop. Then, to incentivize consumers on Black Friday, users were given the opportunity to win prizes and play games via their mobile devices whenever they entered a Macy’s store.
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High-performing, innovative third-party retail apps provide proximity marketing that retailers can easily implement while avoiding many logistical concerns. Reputable partner apps have strong systems in place to prevent data breaches and have the experience to know how to interact with consumers without being intrusive.
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However, there are some challenges to be aware of. As it’s an emerging marketing technique, there are still some challenges to be aware of before you implement the technology in your store.
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While proximity marketing is not without its disadvantages, many of these concerns can be resolved by choosing to partner with a trusted third-party mobile app. By capitalizing on the expertise of third-party companies, retailers of all sizes are able to achieve high conversion rates with beacon-based proximity marketing campaigns.
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With the majority of adults now with a smartphone in hand, it stands to reason that retailers will want—and need—to leverage these devices to gain foot traffic, sales, and new customers.
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If your target audience is asking for it, it can be assumed that it will be a sure-fire way to gain a bigger following.
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You can see what drives your consumers to buy, whether it’s discounts, informational videos, or interactive campaigns. This allows you to adjust future strategies accordingly.
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It can be difficult to predict which approach will be successful when you are implementing new marketing-based technology
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The more screens they must approve, the less likely they’ll be to finish the installation process and start to engage with your brand.
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this data could be highly desirable for cyber criminals. Companies need to be prepared to not only store but also strongly protect this data.
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Third-party apps strike the right balance between respecting a consumer’s privacy while providing timely marketing.
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This article discussed the pros and cons of mobile proximity marketing and how to possibly overcome the downfalls of the type of marketing.
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There can be many benefits and negatives to introducing new technology into your company. While it can be interesting to see new marketing methods for a company, these results can also be temporary. A company wanting to integrate these new marketing methods into their business will have to identify if their audience would react well with this new form of marketing and make their choices based on those results.