Mobile proximity marketing launched in Malta

Innovative Solutions Ltd, a subsidiary of Mailbox Services Group, has launched mobile proximity marketing, a platform that allows the wireless distribution of advertising content to mobile phones through a localised broadcast.

The technology of mobile proximity marketing, which is also known as location-to-mobile, allows brands and content owners to reach mobile phone users through devices that use localised wireless connections like Bluetooth, Wi-Fi and NFC.

Innovative Solutions group marketing manager Keith Abela explained that mobile proximity marketing technology enables interaction between brands and consumers, allowing brands to send advertising content to potential customers in the right place and at the right time.

Marketing professionals would find it invaluable because the system’s advanced reporting allows measurement and assessment of the success of marketing campaigns in real-time.

Business development manager Chris Briffa outlined how the technology worked. He said the hardware system is installed at various points in the targeted location and advertising content is managed from the office using campaign management software.

Content messages are sent through the system via Bluetooth or Wi-Fi to all mobiles in the area and customers receive the content on their mobile phones within seconds.

A wide variety of content can be transmitted through proximity marketing via a system that can be installed in a wide range of locations ranging from airports, hotels, bus stops to buses, heritage sites, supermarkets, shopping malls, bars, cinema theatres and event locations.

Products, services or events can be advertised by sending images, videos, animation, product catalogues or games.

Discount coupons and vouchers can also be sent while the customer is in a store, and which can then be redeemed at cash points.

The system can also send instant prizes through a text message to mobile phones in a localised area.

Innovative Solutions, backed by Spanish IT company Futurlink, has already installed mobile proximity marketing systems at Pavi, Smart, The Point and Vodafone’s Valletta store and mobile kiosk.

The system is being used as a new advertising platform to induce impulse buying within these heavily frequented shopping areas.

Advertising reaches the right segment and decision makers directly at the point of sale, bridging potential distortion between traditional advertising visible elsewhere and the purchase decision at the point of sale.