Marketers working on diverse campaigns targeting audiences at mass events, in malls or hotel lobbies have access to a recently introduced tool to the local market: a platform that allows wireless distribution of content to mobile phones in a defined area.
The patent for Spanish IT company Futurlink’s mobile proximity marketing technology was first presented internationally in 2006. It has since been used by several brands worldwide including Coca-Cola, Audi, Calvin Klein, Vodafone, Nike, Nestle, Santander and Barclays. In the past few months, local supermarkets Pavi and Smart, Sliema’s The Point mall, and Vodafone’s Valletta store ran the first mobile proximity campaigns targeting audiences in areas with heavy footfall.
Mobile proximity technology distributes a wide range of content directly to mobile phones, from text to images, videos, ringtones, games, coupons, vouchers and tailormade applications through Bluetooth or WiFi.
Transmitters the size of a shoebox can reach every mobile within 100 metres, with content managed remotely through a wireless internet connection. Marketers are able to change and update content and monitor campaigns in real time from their office. The target audience does not need to own smartphones as most phones have Bluetooth capability.
Keith Abela, group marketing manager at Mailbox Services Group whose subsidiary Innovative Solutions introduced the system to Malta, says it can be used to complement other campaigns because it simplified the dissemination of information.
“The call-to-action strength of this medium can be really effective to drive visitors to shopping areas and to promote products and services in a highly innovative way and accelerate the purchasing process,” Mr Abela explained.
“Since MPM technology allows the system to be easily set up in a remote environment, it can also be used for marketing at open-air concerts or events. Bands may send their hits directly to their fans over a system installed at a venue. Brand ambassadors may ‘wear’ an MPM remote system allowing them to transmit and promote products by sending content to mobile phones while chatting to people.”
Mr Abela insisted the system was not intrusive: customers received messages through Bluetooth requesting consent and people were able to reject receipt of advertising material. Mobile users with WiFi connectivity refreshed the web browser and a download page appeared. All content is received in one message and is sent once.
Content may take the shape of audiovisual material or mobile applications like games and menus sent directly to phones.
Innovative Solutions believes mobile proximity marketing’s advantages over traditional TV and radio campaigns induced impulse-buying as advertising reached customers at point of sale.
Mr Abela emphasised that, in terms of advertising value, the platform scored high as it allowed for the exact measurement of content downloaded and rejected. Marketers were able to buy advertising at pay-per-download rates. Recipients, in turn, easily shared content with other potential customers and continue to generate interest and curiosity.
Innovative Solutions promises to target nearly 100 per cent of all consumer devices through a push or pull system. The company says its potential client base in Malta encompasses hotels, bus passengers, and heritage sites.
Interactive touch screens may be installed in hotel lobbies allowing guests to instantly download information on restaurants and transport. The technology could be applied for use at bus stops and on buses, place of interest to tourists, and events like concerts and festivals, Mr Abela said.