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in various forms including personal digital assistants (PDA’s), laptop computers, Global Positioning Systems (GPS’s) and cellular phones.
A proximity marketing system allows a new way for retailers to sell and distribute products and services. Mobile users can request to receive marketing material directly on their devices, including text messages, movies, audio and images. These materials can be
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transmitted through cellular carriers such as AT&T, Verizon and Sprint or through a short range wireless network such as wi-fi, infrared or Bluetooth. By understanding the characteristics of proximity marketing campaign, we can better understand why such technology would be used to target mobile phone users.
Characteristics of a Proximity Marketing Campaign
Personal
Proximity Marketing has several unique characteristics that separate it from traditional advertising. Marketing content can be transmitted to a person’s personal device. This material is interactive in nature and can be customized based on the conditions of the user’s surrounding environment.
Traditional advertising targets large segmented groups, while mobile advertising targets individuals (Salo, 2005). Mobile phones are carried by individuals throughout the day. These hybrid devices often hold personal information such as information about friends and family, private calendar, and customized features such as ringtones, music and wallpaper. Just as the media features are personalized, the phone’s incoming and outgoing text and voice messages are also private. Due to the private nature of mobile devices, it’s imperative to acknowledge the need for a personalized marketing advertisement.
Interactive
Electronic messaging to a mobile device allows interactive engagement. In contrast to other forms of advertising such as print and television, mobile advertising provides rapid
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two way communication. When a person sees advertisement on a printed news paper or billboard, the user can not immediately retrieve additional information or initiate a purchase. When a mobile advertisement is transmitted, the user is immediately alerted and can instantly respond using their device’s keyboard. These activities may include responding to the message, making an instant purchase (if that option is available in that particular campaign) or deleting the message. In all these scenarios, the user is interacting with the marketing material.
The prime function of mobile phone presents yet another opportunity for mobile marketing interactivity. Mobile phone users have the ability to contact individuals in their social network, including friends, families and coworkers. If a person enjoys a particular mobile marketing message, they have the opportunity to instantly share it with others. Depending on the campaign, the information can either be forwarded via text message or sent as a file attachment. In any case, the marketing message reaches a direct communication hub, allowing for user interactivity.
Context Aware
A third characteristic of proximity marketing is context awareness. A proximity advertising campaign can intelligently deliver content based on variables including geographic location, time of day and device type. Because mobile-advertising can generate information relevant to a particular place, it is often referred to as proximity. A business can send information to a personal device, based on its built-in Global Positioning System coordinates (GP本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。