Applications of mobile products and services in traditional businesses
6.4.1. Proximity marketing and the personalization of the offer
Pro
technology
ximity marketing is possible mainly thanks to devices that include Bluetooth
v
moment. A
ertising to be sent about the services surrounding him or her at that particular
, which enables a consumer’s location to be identified and specific ad-
will enable them to target consumers with a personaliz
t the same time, the operators’ data on the usage of their customers
services based on their tastes and habits.
ed range of products and
F
services will be the approach with the greatest impact on businesses in all sec
or the FTF experts, the opportunity to personalize the range of products and
tors. Mobile operators ha
-
consumer habits, age, etc. This information is highly v
ve extensive information on their users: their profile,
identif
aluable when segmenting,
identif
thanks to the dev
ying market niches and rolling out offers and promotions. Furthermore,
ment they use, etc.
y what their customers purchase, when they purchase it, the form of pa
elopment of m-commerce, mobile operators will be able to
, with the end result being more available data.
y-
Both pro
consumer habits are powerful weapons for attr
ximity marketing and the opportunity to personaliz
acting customers and gaining
e an offer based on
their lo
ed of sending a promotional campaign for Calvin Klein fr
yalty. For example, a test undertaken by El Corte Inglés, which consist-
vices belonging to the customers in their stores, achieved a download response
agrances to mobile de-
of 28,000 customers in 18 stores
246
.
Companies lik
dev
e MyStrands
247
, which was created in 2003 and specializes in the
and helping them to disco
elopment of technologies for impro
ver things they are unfamiliar with, is working on the
ving the understanding of people’s tastes
personalization of supply
engine that can offer personaliz
. MyStr
ed recommendations for products and services in
ands has developed a social recommendation
real time on computers, mobile handsets and other devices connected to the In
ternet.
-
Proximity marketing has numerous advantages for businesses:
It is a
It involv
direct communication channel
es no cost for the customer or the compan
with consumers.
It allows information to be segmented. For example, it is possible to limit
y.
246
the r
Article: “Las gr
El País. Madrid 12/06/2007.
comerciales se lanzan a la
andes marcas
sumer is.
adius of action or the type of information depending on where the con-
publicidad por el móvil.
It is
http://www.elpais.com/articulo/ec
”
onomia/gr
rize” or accept access to information from the messages receiv
nonintrusive marketing, as mobile devices make it possible to “autho
ed beforehand.
-
les/lanzan/publicidad/mo
andes/marcas/comercia
ueco/20070612elpepieco_2/T
vil/elpep
rint=1.
es?p
Once again, cooper
nies and adv
ation between the mobile operators, consumer goods compa-
http://www
247
MyStrands:
.mystrands.com/.
and personalization alternativ
ertising agencies is v
es are to be successful. This will enable
ery important if these innovative adv
specific
ertising
campaigns and offers to be implemented for groups of users and make
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
115
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164 |
Page 165 |
Page 166 |
Page 167 |
Page 168 |
Page 169 |
Page 170 |
Page 171 |
Page 172 |
Page 173 |
Page 174 |
Page 175 |
Page 176 |
Page 177 |
Page 178 |
Page 179 |
Page 180 |
Page 181 |
Page 182 |
Page 183 |
Page 184 |
Page 185