March 2017

Don’t spam: Use Proximity Marketing


It’s always nice to receive special offers from companies, but among mail, emails and notifications on our smartphones, we are flooded every day with messages, flyers and promotions that have nothing to do with our tastes, preferences and buying intentions. So, is it possible to overcome the logic of spam?

What does spam mean?

Spam means sending commercial messages, emails and notifications in huge quantity. Those who practice spam make a real mass-send operation. They send to the entire database hundreds of invasive messages to “unaware” recipients, who don’t expect to receive this kind of content. The trend is now rising: according to the Forrester Research Mobile Media Application Spending research, over 6 billion text messages are sent in the U.S. each day .

Who has never experienced the feeling of intrusiveness when receiving impersonal messages or notifications, which don’t offer anything that is really interesting? What was the reaction? Almost certainly you have deleted the message, and you were also quite upset, right?


A balanced communication

According to the Observatory Mobile B2C Strategy research results, typical spam messages are not interesting for the 78% of users, who are forced to spend time deleting them every time. Without a proper personalization of the message, the time spent on the production of content is therefore completely useless.

Spam found a very fertile ground in the mobile world: lately smartphones have replaced PCs for 50% of Mobile Surfers and 80% of them uses their devices to make informed purchasing decisions or to relate to their own favorite brands.

Now the 90% of the total time spent on the smartphone, is time spent on apps. By now everyone has at least thirty apps, sending an average of two push notifications per day. It is clear that receiving about 60 notifications per day is not pleasant at all, and even gets counterproductive. No one will listen to such a large amount of advertising messages and, on the other hand, users will tend to block the reception of push notifications.

So how can you communicate to your users without being inappropriate? Simple: with proximity marketing!


avoid spam

Go over flyers and spam: engage your audience with proximity marketing!

People tend to ignore the classic paper flyer distributed indiscriminately outside the shops as well as the standardized SMS that are mostly unable to generate curiosity and interest. Proximity marketing is your new ally that will help you overcome these old advertising strategies and create a new communication channel with your clients.

Proximity marketing provides a personalized service that allows you to interact with the right audience using the right content, just when it matters because the communication is contextualized in time and space, through the smartphone.

With proximity marketing you go over the concept of spam thanks to notifications that provide consumers with really interesting and valuable content. Contextualized push notifications can increase the level of attention of users: always according to OneReach, 64% of smartphone owners showed interest about receiving discount coupons, promotional offers or free testing of products (for example of nearby shops or even when they are in front of a specific shelf and they are deciding which product to choose).

Today you can get in touch with smartphone users through different technologies that support proximity marketing, such as Wi-Fi, GPS and Bluetooth. Among the Mobile Surfer considered in the Observatory Mobile B2C Strategy research, 68% keeps the Wi-Fi always open, 37% has the geolocation (GPS) on and 19% keeps the Bluetooth always in operation. This is only the beginning! In fact, the number of users who always keep active these features is experiencing a double-digit growth every year, especially for Bluetooth (that today is Low Energy) and is now more used for cars and wearables connectivity.

There are no more doubts: sending proximity marketing notifications will definitely help you create a new communication channel with your audience, allowing you to send the right content in the best context and thus increasing the engagement and avoiding the spam effect.

Do you want to know more about engagement?


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