Innovative Solutions Ltd, a subsidiary of Mailbox Services Group has launched Mobile Proximity Marketing on the local market - a new marketing platform that allows the wireless distribution of advertising content through a localised broadcast, targeted to mobile phone devices in a particular area.
The technology of Mobile Proximity Marketing (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. This kind of content enables new communication channels with mobile phone users that go beyond any traditional or digital media.
“Mobile proximity marketing is the latest innovation in intelligent marketing,” said Keith Abela, Group Marketing Manager at Innovative Solutions. “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.” Mr. Abela emphasized that the technology behind Mobile Proximity Marketing, is invaluable for marketing professionals because the system’s advanced reporting allows measurement and assessment of the success of marketing campaigns in real-time.
During Innovative Solution’s recent business presentation, Mr Ray Grech, Chairperson of the International Advertising Association Malta Chapter said that “Innovation and Creativity are primarily driven by technology and mobile proximity marketing is a prime example of this”.
Sales Manager Chris Briffa explained how the technology behind Mobile Proximity Marketing works. “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 stages 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 whilst 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 Futurlink, the Spanish IT company behind the technology, has already installed mobile proximity marketing systems at Pavi, Smart, The Point and Vodafone’s Valletta branch and mobile kiosk. The system is being used with success as a new advertising platform to induce impulse buying within these heavily frequented shopping areas. The power of this medium lies in the fact that advertising reaches directly the right segment and decision maker at point of sale bridging potential distortion between traditional advertising visible elsewhere and the purchase decision at point of sale.
Mr Joe Cuschieri, Head of Commercial Operations at Vodafone Malta, gave praise to the technology being introduced by Innovative Solutions and said the solution provided to Vodafone was proving very effective. Vodafone had seen more walk-ins at their shop in Valletta during last December and their customers were able to receive their Christmas promotional messages on their own mobile phone.
The technology of Mobile Proximity Marketing (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. This kind of content enables new communication channels with mobile phone users that go beyond any traditional or digital media.
“Mobile proximity marketing is the latest innovation in intelligent marketing,” said Keith Abela, Group Marketing Manager at Innovative Solutions. “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.” Mr. Abela emphasized that the technology behind Mobile Proximity Marketing, is invaluable for marketing professionals because the system’s advanced reporting allows measurement and assessment of the success of marketing campaigns in real-time.
During Innovative Solution’s recent business presentation, Mr Ray Grech, Chairperson of the International Advertising Association Malta Chapter said that “Innovation and Creativity are primarily driven by technology and mobile proximity marketing is a prime example of this”.
Sales Manager Chris Briffa explained how the technology behind Mobile Proximity Marketing works. “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 stages 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 whilst 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 Futurlink, the Spanish IT company behind the technology, has already installed mobile proximity marketing systems at Pavi, Smart, The Point and Vodafone’s Valletta branch and mobile kiosk. The system is being used with success as a new advertising platform to induce impulse buying within these heavily frequented shopping areas. The power of this medium lies in the fact that advertising reaches directly the right segment and decision maker at point of sale bridging potential distortion between traditional advertising visible elsewhere and the purchase decision at point of sale.
Mr Joe Cuschieri, Head of Commercial Operations at Vodafone Malta, gave praise to the technology being introduced by Innovative Solutions and said the solution provided to Vodafone was proving very effective. Vodafone had seen more walk-ins at their shop in Valletta during last December and their customers were able to receive their Christmas promotional messages on their own mobile phone.
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