Innovative Solutions Ltd, a subsidiary of Mailbox Services Group, has launched ‘mobile proximity marketing’ on the local market – a new marketing platform that allows the wireless distribution of advertising content through a localised broadcast, targeted at mobile phone devices in a particular area.
The technology of mobile proximity marketing (also known as location-to-mobile) allows brands and content owners to reach mobile phone users through devices that use localised wireless connections such as Bluetooth, Wi-Fi and NFC. This kind of content enables new communication channels with mobile phone users that go beyond any traditional or digital media.
“Mobile proximity marketing is the latest innovation in intelligent marketing,” said Innovative Solutions group marketing manager Keith Abela. “Mobile proximity marketing technology enables interaction between brands and consumers, allowing brands to send advertising content to potential customers in the right place and at the right time”. Mr. Abela emphasised that the technology behind mobile proximity marketing is invaluable for marketing professionals because its advanced reporting allows measurement and assessment of the success of marketing campaigns in real-time.
During Innovative Solution’s recent business presentation, International Advertising Association Malta Chapter chairman Ray Grech said: “Innovation and creativity are primarily driven by technology, and mobile proximity marketing is a prime example of this”.
Sales manager Chris Briffa explained how the technology behind mobile proximity marketing works. “The hardware system is installed at various points in the targeted location and advertising content is managed from the office using campaign management software. Content messages are sent through the system via Bluetooth or Wi-Fi to all mobiles in the area and customers receive the content on their mobile phones within seconds”.
A wide variety of content can be transmitted through proximity marketing via a system that can be installed in a wide range of locations, ranging from airports, hotels, bus stops to buses, heritage sites, supermarkets, shopping malls, bars, cinemas and event locations. Products, services or events can be advertised by sending images, videos, animation, product catalogues or games. Discount coupons and vouchers can also be sent while the customer is in a store, and which can then be redeemed at cash points. The system can also send instant prizes through a text message to mobile phones in a localised area.
Innovative Solutions, backed by Futurlink, the Spanish IT company behind the technology, has already installed mobile proximity marketing systems at Pavi, Smart, The Point and Vodafone’s Valletta branch and mobile kiosk. The system is being used with success as a new advertising platform to encourage impulse buying in these heavily frequented shopping areas.
Vodafone Malta head of commercial operations Joe Cuschieri praised the technology and said Vodafone had seen more walk-ins at their shop in Valletta during last December, with their customers able to receive Christmas promotional messages on their own mobile phone.