See how retailers are enhancing the brand journey with NFC tags, both in-store at home.
Coca-Cola has employed a beacon based proximity marketing campaign for one its water products. GLACEAU smart water is using push based advertising to target Londoners with localised content. How does this work, and what lessons can ordinary retailers learn from this campaign to drive engagement and boost sales? The way this works is the following: … Continue reading Learning from Coca-Cola’s proximity marketing campaign
The instore online divide needs a bridge. Apple are engineering a beautifully complex solution in the form of iBeacon, though there is some disquiet that the sensors inside mannequins are just a little too Orwellian for words. However, as customers wonder close to sensors the mobile phone in their pocket communicates about the shoes or the coat or the handbag close by.
The first important rule of marketing is that the customer should choose to interact. The days of doorstep hawking and cold call telephones should stay in the past where it belongs. Spamming through email is soon to become illegal in some points in the world and the right of privacy for the consumer is uppermost.
How to interact without intruding
This means that beacon technologies that intrude into the customers’ day might be seen as undesirable. It is better to encourage them to interact and share details with…
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Changes in EU data laws are coming, and they surround intrusion and data privacy. This brings into focus the debate between NFC and Beacon technology for instore proximity marketing. The issue is that retailers want to engage with customers by offering contextually relevant information. They do this by transmitting information like blogs, product information, YouTube … Continue reading Proximity marketing intrusion: NFC VS Beacon
Bridging the online/instore gap doesn’t mean what you think it means. It is no longer just about a flawless online store. It is not about store locators or mobile friendly sites. These things should be standard for any business. So what is about about? To really close the gap between instore and online, innovative retailers … Continue reading Get tapping with NFC to bridge online/instore gap
“Big Brother is watching you”, George Orwell famously wrote in his bestselling novel, 1984. Like Orwell, we are wary of how our data is used, and how companies use it. We value our privacy and the internet threatens it. Or so we thought. It turns out Orwell was wrong. We actually want companies to use … Continue reading We love being spied on when it gives us the right ads
I could hit you with stats about how about 49% of the American population uses smartphones and how the percentages increase year on year. But that’s not important – we all know that smartphones are becoming the preferred method of accessing the internet and how they are the key to engaging your customers. The only … Continue reading 5 actionable mobile marketing strategies to drive sales