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5 Points to Consider When Deploying Proximity Marketing.

The adoption of an innovative technology often goes hand in hand with big and small challenges. Some of them relate to personnel’s lack of technical expertise, others - derive from employee resistance to accept the changes. In any case, the company management, understanding the system peculiarities, can help staff overcome those problems, and, as a result, benefit from the innovation.

Hardly surprising is the fact that Proximity Marketing, as any other technology, foresees some implementation-related difficulties. So, to leverage user experience of early adopters, we prepared a comprehensive list of points to consider while deploying Proximity Marketing at an organization.

    • Removing Mobile Application Bottleneck

Having grasped the basic principles of Proximity Marketing, it is clear that mobile application stands at the forefront of all such deployments.

Therefore, it is up to a company to persuade a customer to download a mobile application. One of the popular approaches is to promote the installation via all corporate communication channels, offering one-time discounts to those who downloaded it. The other one - is to integrate a mobile application with the existing Loyalty system, turning it into a 'must-have' software for all loyal customers.

However, on the way to a successful Proximity case, all promotions and incentives should focus on the benefits, describing the particular added value clients will enjoy once they download an app. For example:

  • Get an opportunity to compare several products online
  • See a notification with a product's description and a discount, or a coupon after bringing the smartphone close to a product
  • Gain priority access to sales, discounts, and new arrivals information

Workarounds: Of course, there are ways to either temporarily or permanently avoid the need to download a mobile application. The below options may refer to cases when development of a business app is in progress, or the application has not grown popular among the store visitors yet.

Eddystone-URL

Eddystone is a BLE beacon protocol that defines format for proximity notifications. It transfers the Eddystone-URL packet, a notification with a link, to any individual who passes by a beacon with a Chrome browser app or a Physical Web app on their Android or iOS mobile device. As a result, the consumer receives a notification, and if he / she clicks on it, a new Google Chrome web page session resumes.

2. Covering iOS & Android Devices' Users

As you know, beacons, iBeacon- and Eddystone-compatible hardware, transmit a universally unique identifier to smart devices when the latter are in near location to them. However, these are the iBeacon and Eddystone protocols that trigger smartphones and tablets, enabling them to "answer" beacons' requests. The important aspect about the "smart device - beacon communication" lies in the OS system they can "talk" to. Thus, iBeacon can trigger iOS devices, and Eddystone, in turn, Android devices.

To solve this problem, as well as to be able to reach wider audience using the same beacon, the Creative Marketing Solutions team enabled a 'hybrid' mode that simultaneously supports both iBeacon and Eddystone protocols.

3. Compliance to the Enterprise-level Requirements

Enterprise-level companies with distributed locations, rich IT infrastructure, complex business processes and a number of staff members involved are obviously looking to adopt an easy-to-integrate and scalable solution.

Here are the compulsory features (implemented in CVO Platform) one should take into account when planning a large Proximity installation:

  1. Beacon infrastructure remote management and monitoring
  2. Developer tools: Android and iOS SDK (for mobile app integration), REST API (for integration with third-party systems)
  3. Cross-location management and analytics
  4. Platform security: https, encryption, firewall, Eddystone-uid, etc.
  5. Multi-user roles: Developer, Marketing Specialist, Analyst, etc.
  6. Events and activity (audit) logs
  7. Service Level Agreement (SLA) / Support

4. Utilizing RTLS as a Bonus for Proximity Marketing Case

The need to understand customer behavior, a combination of both their online and offline journeys, brought the Location Data into play. Thus, RTLS provides tools for measuring of proximity campaign results, showing the actual impact the particular campaign renders on the foot traffic behavior.

For example, one customer, a shopping mall, wanted to find out where the visitors are usually heading off after movies. The shopping mall's main goal, however, was not only to find out the popular routes, but to redirect the traffic, by placing entertaining facilities / shops on the consumers' way out and, therefore, making them stay longer.

To implement the above scenario the following metrics were used:

  1. Location Analytics: Location Popularity, Average Dwell Time,Visitors / Passersby, New / Returning Visitors, etc., that can be provided without app installation
  2. Campaign Analytics:The number of delivered and opened push notifications, and CTR

Additionally, the shopping mall management could see both the Location and Campaign Analytics' results on a Customer Portal, the main interface, dashboard

5. Measuring Proximity Marketing Results

Before undertaking any marketing activities a company has to establish a set of goals, performance indicators, against which the marketing campaigns' results will be measured.

Of course, these indicators may vary across industries and fields of application. However, our team would suggest to take a closer look at these ones:

  1. Visitor-to-customer conversion rate
  2. Increase in the general audience engagement
  3. Online-offline convergence
  4. Enhancement in customer loyalty
  5. Understanding of customer behavior

In the end, only a combination of high quality technology and an effective marketing strategy can lead to an absolutely successful Proximity Marketing Deployment.

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