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Proximity Marketing Begs for Better Infrastructure
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Re: Just leave me alone already!
  • 4/9/2014 4:27:17 PM
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... or, sounds like collusion between the car manufacturer and the service station. OK, so that's extreme of me, but I don't think we always need such hand-holding. What if your car transmits the information and the service station dispatches a repairman to you -- even though you've already called, say, your best friend who also happens to be a mechanic or repair service of your choice, like AAA? Who would be responsible for that automated dispatching of the repair person you don't really want? This is to say, there are a lot of great potentials... and I just hope they call come with considered thought as to feasibility and effect.

Digital Logistics and the Mobile beacon
  • 4/9/2014 2:32:26 PM
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Retail giants Tesco, Wal-Mart, Coles (among others) have been utilizing Digital Logistics (Mobility enabled tracking) for for mobile payments, Loyalty platforms and logistics for some time now. This is a world away from the Latitude Longitude days, and thematic mapping.

Proximity marketing can be as isolated as In-Store near field resonance. Pushing a Wi-Fi enabled cart around a store, using the free Wi-Fi to receive instant coupons are great ways to track and make available relevant offers. As you get a wider radius or grow your field of available consumers the difficulty grows, but not insurmountable.

As we move further into the accepted Digital Usage frontier the notion of Proximity will bring about a paradigm shift.

Great topic and very timely too

Re: Not sure about NFC
  • 4/9/2014 1:07:45 PM
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Maybe they are just too big and slow.

Re: Mobile first?
  • 4/9/2014 11:49:27 AM
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@Micheal It really is a good indicator. But still not everyone buys things eventhough they may download an application. I use location services to find the closest train stations, grocery and retail stores etc. This could definitely help in identifying the demographics in the area.

Re: Not sure about NFC
  • 4/9/2014 10:26:51 AM
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That's a very good question, tomsg. Why can't Verizon and Samsung and LG simply out-Apple Apple and create a versatile, hybrid setup?

Re: Mobile first?
  • 4/9/2014 10:20:47 AM
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I think the consistency has to come from marketing entities that 'break down silos' and integrate their messaging and strategies -- which is a point raised by many of the other marketing execs and industry experts interviewed by Responsys for their 2014 predictions.

In fact, this is the quote from Wharton professor Jerry Wind:

  • "The "holistic" impression marketers want to leave in the minds of consumers across the growing number of new, traditional, owned and earned media, contrasts sharply with the corporate reality where each of these touch points is typically the domain of a separate silo (marketing, advertising, customer service, etc.). The overall result is often messaging, execution and delivery strategies that are fragmented across touch points, and potentially confusing to consumers. In a continual effort to increase customer loyalty, revenue and internal efficiencies, orchestrating across these departmental silos will be a priority for the C-Suite in the year ahead." 

That said, I think it's hard to argue with the assertion that mobile is as close to the customer as marketing can get. If a customer engages to the point of downloading a specific app, that's a pretty strong indication of likelihood to buy, isn't it?

Re: Just leave me alone already!
  • 4/9/2014 10:10:23 AM
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When you put it that way, it does sound pretty trivial, Beth, but I can envision some scenarios where this could be very helpful. What if your check-engine light goes on, or your tire pressure monitoring system pings, or some other car-related diagnosting thing happens, and your phone knows where you are and transmits all the pertinent information to the nearest service station that can work with your vehicle? Sounds pretty helpful to me. 

Not sure about NFC
  • 4/9/2014 8:23:06 AM
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I think NFC is good for payments, etc, but I don't see it as a very good tracking technology. I know of companies using bluetooth augmented with wifi and even the cellular signals that can locate very accurately in real time. I wonder why Verizon is not thinking about thoses technologies?

Mobile first?
  • 4/9/2014 8:05:08 AM
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I would agree that marketers certainly need to factor mobile into their plans, but I'm not so sure that it needs to comes first, as Greg Stuart suggests (as you point out, with an obvious bias). As we learned last week in "Big Data & the New Marketing Mandate," an A2 Academy session with Think Big Analytic's Madina Kassengaliyeva, marketers need to be sure they're delivering a consistent message across all channels. That to me says no one channel comes first but that all channels must be considered together. What do you think?

Just leave me alone already!
  • 4/9/2014 7:59:27 AM
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I guess I best keep on my smartphone's location tracker so as not to miss out on the deal of my life. Goodness knows I wouldn't want to miss out on a two-for-one sale on hotdogs.



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