Some weeks ago MOCA participated in the first Proximity Marketing webinar, organized by our Partner A3sec and presented by our CEO, Maria Fernanda Gonzalez along with Pablo Mendoza, Business Intelligence Manager at A3Sec.
The webinar focused on showing uses cases and sharing learnings about how to leverage proximity technologies to increase revenue growth in Retail applications and it was available only in Spanish. But due to the lots of requests for making it available in English, I wrote a post highlighting the best of this webinar. Here you have the summary.
What is Proximity Marketing
Proximity marketing is a new marketing strategy based on location technologies that allow users to communicate with their mobile smartphones in real time, at the right place and at the right moment. It could be also defined as an action or bundle of actions that use location technologies to communicate and connect with customers via their smartphones. These actions could be any kind of content (text, video, HTML, passbook, etc) and will be trigger with specific location conditions.
Proximity marketing is composed of 3 fundamental pillars: location devices, a technological platform that connects and manages all the information, and smartphones that serve as a communication channel between users and brands.
Moreover, a location-based marketing platform could incorporate location intelligence and behavioral data in order to improve audience segmentation and the delivery of personalized messages.