Proximity Marketing

WHAT IS PROXIMITY MARKETING?

Proximity marketing uses cellular technology to identify mobile-device users that are within a certain location of a business to send enticing marketing messages.

iBeacons

iBeacons are small smart devices that bridge the gap between the digital and physical word. They broadcast a signal to listening user’s mobile phone or tablet, via bluetooth. They send messages (usually in the form of a push notification). The user has to previously downloaded an app. 

How it works:

  • The user has downloaded the company’s app – the fact they have downloaded the app at all shows they are somewhat engaged with the brand
  • iBeacons not only trigger push notifications but they trigger them when the customer is within a certain proximity to the beacon (which is likely to be placed within the store)

Combining an engaged user with location based alerts offers a more advanced form of direct marketing. Because the customer is already close to the store, they are more likely to stop in and make a purchase. 

Eddystone
You Become The Search Engine

A completely new method of broadcasting content from beacons, created by Google but open to extension by the Internet at large. It embraces what iBeacons can do, and adds even more real-world context to it.

The design of Eddystone has been driven by several key goals:

  • Does away with app clutter by broadcasting a URL to the Chrome browser
  • Ability to re-use web content which in turn re-routes customers to the intended website and creates a great mobile experience
  • Completely do away with building and maintaining an app

 

 

THE PHYSICAL WEB

The Physical Web is about consumers engaging because they are interested instead of engaging because content was pushed to them.

The core premise that users should be able to walk up to any ‘smart’ physical object (e.g. a vending machine, a poster, a toy, a bus stop, a rental car) and interact with it without the need of an app. The user experience of smart objects should be much like links in a web browser: i.e., just tap and use.

Physical Web browsers (sometimes called scanners) pull page titles and/or page descriptions from the metadata of the destination URL to display on-screen. Tap the link and you’ll be taken directly to the site.

HOW TO DISCOVER CONTENT NEAR YOU

APPLE USERS

  • DOWNLOAD THE LATEST VERSION OF CHROME
  • TURN BLUETOOTH ON
  • ADD CHROME TO YOUR NOTIFICATIONS
  • WHEN IN VICINITY OF EDDYSTONE BEACONS, YOU’LL SEE A LIST OF SUGGESTED WEB PAGES, THESE WILL HAVE THE PHYSICAL WEB ICON
  • CLICK ON THE LINK TO VIEW THE DESIRED WEB PAGE IN THE CHROME BROWSER

ANDROID USERS

  • DOWNLOAD THE LATEST VERSION OF CHROME
  • TURN BLUETOOTH ON
  • TURN ON YOUR LOCATION
  • GRANT LOCATION PERMISSION TO CHROME
  • YOU’LL RECEIVE A NOTIFICATION WITH THE PHYSICAL WEB ICON WHEN YOU ARE NEAR AN OBJECT THAT’S PART OF THE PHYSICAL WEB

GOOGLE NEARBY

Android Users Only:

  • OPEN YOUR DEVICE’S SETTINGS APP
  • TAP GOOGLE > NEARBY > TURN ON
  • TAP GOOGLE > NEARBY DISCOVERIES > NOTIFICATION OPTIONS
  • TAP THE TYPE OF NOTIFICATIONS THAT YOU WANT TO TURN ON OR OFF
  • DEVICES READY TO SET UP
  • NEARBY LINKS AVAILABLE