daniel angel tamoco - making sense of proximity marketing 2014
TRANSCRIPT
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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
