How Proximity Marketing Can Benefit You, the Advertiser
Because of the ease with which it is now possible to reach potential customers, many advertisers are now getting lazy. It’s all too easy, from an advertising perspective, to create an ad, upload it to the internet and sit back. There are obviously the costs of production, and the initial difficulty of coming up with an initial idea or concept for the ad, as well as paying for your medium of advertising, but you’re essentially just putting your ad in front of people and hoping they will pay attention to you.
There are several of the aforementioned mediums of advertising. There are the traditionally popular ones such as newspaper and magazine adverts, as well as billboards and leaflets in the town centres. The problem with all of these mediums is that the most eye catching and interactive your ad can get is a picture, which in some of these cases will be very small, and in the case of newspapers may not even be in colour. The rest of the advertisement will be in text, which, assuming your customer gets that far, might be too much for your customer to bother with. Otherwise there is radio to advertise on, when you can create a catchy jingle to go with your ad, but customers can’t see your product, and radio is a dying medium anyway, so these ads largely go unnoticed. Television is much more productive because of the extensive audience, moving colour pictures and sounds, and low amount of text which means it’s little effort to pay attention to, but there’s nothing stopping your potential customer getting up to make a cup of tea while the adverts are on, or fast forwarding through them.
This is where proximity marketing comes in. Mobile phone ownership is on the rise, even though it seems like everybody already has one, and more and more people have smartphones, or at least phones with Bluetooth or WiFi capability. If people are out and about in a town centre, or any venue in which a proximity marketing system is installed, a message will be sent to their mobile phones, or other mobile devices, asking if they want to receive your advertisement. This means that customers are forced to interact with you, even if they choose no. If they choose yes, you can guarantee that your ad will be viewed. It’s a small amount of space on a mobile phone screen, so you can be pretty sure that it’s not too much for the consumer to take in, and they’re already out and about, so they might be able to give you their custom practically instantly.
If you’re an advertiser, particularly one with a high street presence, you can benefit from proximity marketing. By sending advertisements and discount vouchers to customers’ mobile phones via services such as JungleDrum, you can be sure that your ads will be viewed.
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