The proximity marketing companies looking to seduce

The agencies designed tools for brands to connect instantly with consumers who are walking close to the shops.

In times of overlapping messages, agencies struggle to find the tools to make their campaigns are more effective in reaching consumers. Thus, the pace of custom messages that are gaining ground, proximity marketing seeking to take place. The premise indicates that the tactics should be based on out to attract customers who are close to shopping malls or where the products sold are promoting.

 

The proximity marketing companies looking to seduce

One company that has been working in this direction is MovilGate. Sonia Rizzitano, marketing manager, explains that the key word is iBeacons. They are "markers" developed by Apple, which are installed in rooms and windows and transmit a signal via Bluetooth to smartphones that are close. To capture it, you need that cell have the corresponding application. Once everything is in place, manufacturers can use to send messages iBeacons promotions or offers to consumers who are just meters from your business.

"Our service includes the supply of iBeacons, the online management platform and a community app," says Sonia. "With just iBeacon you can manage many communication actions simultaneously. You can use a common application in the case that the room is, for example, a beacon Shopping- or integrate into an existing application. "

To Rizzitano, the advantage of this system is that "communication is direct, as, and comes at the right moment, when a person can take a buying action. For example a communication program off sale of umbrellas at the moment it is raining. Thus, two people who are in the same place but have separate interests you will get various communications ". MovilGate this format has offered to companies for two months. "We are working primarily with retails. There is much interest in shopping, you can find these communication channels in an annex business, they can charge communication brands. " The agency associated with the Spanish Mobeac, is already working with this system in Spain, Panama and Brazil.

Alan Levy is CEO of UO Solutions, an Argentina company that develops multi-platform web sites and applications. "We make three types of developments in relation to proximity marketing. The first has to do with geolocation. It is the simplest and is based on GPS. We set up many, such an app where users could interact and steal a prize if they were within 100 meters of each other. "

Another development was US Solutions arm the access control event, which could be entered using the smartphone after having achieved the previous accreditation. "The third, and most future holds, is beacons. For now we use it for some real estate located in the properties for sale and allow you to access prices, photos, videos of the property in question. We also look at the implementation process in a supermarket in a series of beacons located where the client's products are and that will give discounts ".

To grow, the proximity marketing is two limitations. The first is the difficulty of convincing companies that the investment is justified. Therefore, all companies that are working on the issue are still in the exploratory stage or are not authorized to reveal who their customers are. The second has to do with the market: the beacons only be installed in next-generation smartphones. "It is a niche business, only a small portion of the 13 million smartphones have this technology," says Rizzitano.

The Maxus is another agency that has been working with proximity marketing. Juan Pablo Silva, director of digital agency, admits that "the market is still tough to test some things, it lacks mature a little more. Companies need to have a budget to try new tools, leaving the comfort zone and create a shopping experience for the user. "

For Silva, there are some solutions that are easier to implement, as the foundry video, which allows arming short videos, 10 or 15 seconds, to promote specific products. "They serve to give more visibility to products assembled booklets supermarkets every week with offers. The immediacy of the platform helps to be faster communication and neutralize the deals offered by the competition. "

Mariano Jeger is executive vice president and creative director at R / GA Buenos Aires agency. In assessing the effectiveness of proximity marketing says it is not only important to talk to consumers taking advantage of the site where you are and what you are doing at that time, it is also essential to know who the customer is. "You have to know who you are, you may be interested in who you contact and only thirdly matter where it is. If you only have in mind the place -mandarle variable messages to the person passing near my locally, you're pulling buckshot instead of doing a fine job. "

"The bottom line is that consumers feel it as a benefit and not a nuisance. The most important in this kind of aproach is to understand the person and the situation. A brand does not need huge budgets, may have different approaches leveraging existing apps, such as Yelp or Foursquare, "says Jeger.