After having a chance to review all the marketing brochures I collected at the GSMA conference last week I found one from a company focused on Proximity Marketing.   Proximity marketing is not the same concept as mobile marketing, although both offer marketing capabilities via the mobile market. 

Proximity Marketing can be defined as the localized wireless distribution of advertising content associated with a particular place.  Marketing messages and adverts can be communicated to individuals in that location who wish to receive them.

Of course no hard and fast definition really exists which separates the two, the easiest way to distinguish Proximity Marketing from Mobile Marketing is simply the concept of localized content.  Potential advertising audiences (you and me) must enter a “localized” area such as a grocery store or a shopping center in order to receive the marketing message or advert.  

Proximity marketing can be attached to individuals, billboards, posters, etc. with the intent to reach the customers while the customer are near “your area”, whether the area is a bookstore or mass transit system for example.

Depending upon your geography, the technology utilized to communicate with the mobile devices of target customers can be Bluetooth, Infrared or WiFi, with Bluetooth currently being the dominant protocol supporting the delivery of the adverts.

The process of proximity marketing involves setting up vendor "broadcasting" equipment at a particular location, and then sending information, which can be text, images, audio or video to enabled devices within range of the broadcast server.

Potential users of a Proximity Marketing schemes are:

• Financial Institutions / Banks
• Shopping Centers / Malls
• Restaurants / Pubs
• Mass Transits areas / Airports
• Bookstores
• Coffee houses
• Grocery stores
• Concerts / Outdoor Events
• Business conferences

At the GSMA conference I met with Hypertag out of the U.K.  Although it is always difficult to have an in-depth review, their solution appears to be robust and comprehensive.  I was impressed by their technology, and they have a very clear go to market strategy that will serve them well in the future. 

For a deeper look into Hypertag please visit their website below.

www.hypertag.com

Some other Proximity Marketers

http://www.bluebite.com/

http://www.futurlink.com

http://www.bluemagnet.com/

http://proximitymedia.com

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Name: Kent McNeil Title: Principal Company: DonRiver View Kent McNeil's Blog