A key requirement to develop a proximity marketing and engagement strategy with NearIT is to have a consistent number of mobile app users. The more the users of the app, the larger the group of people that can be reached with targeted campaigns.
In this specific case, MI-NY offers to its clients a very valuable app, including various services among which there is the Fidelity Card. This card, tool that allows to collect loyalty points, is only available after the app is downloaded.
However, having the MI-NY app on the smartphone isn’t enough. It’s in fact important that users are able to really understand what this new type of communication is, in order to have a higher effectiveness of the dedicated mobile proximity campaigns. Facebook and Google AdWords campaigns thus came into action, not only to convert new app downloads (and increase the app user base), but also to educate users on how to take advantage of proximity marketing using geolocation services and BLE on their smartphones.
These activities led to a considerable increase in app downloads, creating the optimal user base required to start the second phase.