daniel angel tamoco - making sense of proximity marketing 2014

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CONNECTING WITH CONSUMERS

WHERE AND HOW THEY WANT

Daniel Angel

11 June 2014

AGENDA

Data & insights

Real campaigns

What should I do?

Data: Bain, 2013

WHAT BRANDS CURRENTLY KNOW

THE MISSING JIGSAW PIECES

Mobile Interaction = Consumer Insights

REAL CAMPAIGN INSIGHTS

65% QR vs NFC

3-5pm highest interaction (second highest 10pm)

Location-based engagementNFC vs QR – Stratford, Central / Spitalfields, Chelsea

Over 40% of interactions on weekends

Over 40% interacted more than once with almost all on weekend + weekday

BCC CAMPAIGN

259

interactions (35% of

total attendees)

88%

NFC vs QR interaction

8-9pm

most popular time of day

(35% interactions)

Wi-Fi

interaction highest

(47% of activations)

AT&T CAMPAIGN

AT&T CAMPAIGN

8232

interactions during the four

days of the campaign

80%

of interactions over Wi-Fi

(10% AT&T, 3% Verizon)

95%

Android (1 Windows RT

tablet!)

517

Interactions in the East 17th St

store

PUSH

PULL

• No app needed

• Fast and easy to use

• Requires close proximity

• Enables interaction with apps

• Works up to 70 m

• Needs the use of an app

• Enables interaction with apps

• Works on most devices

• Needs the use of an app

• Difficult user experience

NFC QR

Bluetooth WiFi

• Works up to 100 m

• No app needed

• Difficult user experience

PROXIMITY TECHNOLOGIES

Addedvalue

Drive traffic to digital presence

Enhance multichannel experience

Increase brand awarenessTrack campaign engagement in real time

NOW IS THE TIME TO ACT

Connecting physical & digital media

daniel.angel@tamo.co

www.tamo.co