The Push and Pull of Proximity-Marketing Campaigns

By: 
Kiona Smith-Strickland

NFC Times Exclusive: Proximity marketing firms in the U.S. and Europe say that their most successful campaigns see tens of thousands of taps or scans, but amid growing interest in Bluetooth low energy, they say that it is important not to over-use push advertising.

In the UK, Eye Airports specializes in out-of-home advertising at such airports as London’s Gatwick. The company rolled out proximity marketing technologies, including NFC, QR, geofencing, SMS, and Bluetooth low energy for its advertising shells about two and a half years ago, but had only done 10 fully interactive mobile campaigns since through last spring, said Sarah Parkes, head of the UK-based airport advertising company, during a recent panel discussion on proximity marketing.

The first proximity marketing campaign at Gatwick allowed consumers to tap an NFC tag or scan a QR code to view information about a new camera from electronics company Canon. Parkes did not specify how many tags were involved in the campaign or how long it ran, but she said that Canon saw a 10% increase in traffic to the camera maker's Web site during the campaign, which involved QR codes, NFC tags and SMS codes.

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