Proximity Marketing

Last night’s MobileMonday Barcelona on Proximity Marketing was the occasion to get briefed on the present real-world cases of mobile technologies used in a physical context. FuturLink presented their (rather impressive) content delivery system based on Bluetooth access points; Media Contacts talked about tailoring content; and Nike related on their (mostly) good experience on using proximity marketing; finally Daem Interactive revealed their MMS image recognition solution.

Some of the case studies mentioned still approach a mobile phone as a mix of TV set and physical mailbox into which it is ok to slip ads. Apparently it works in some cases (airport, big ad signs, in front of a store). However, I am sure there are more engaging/viral scenarios to deliver for the “customer” in the domain of proximity marketing. I’ll keep an eye on FuturLink and their upcoming? use of NFC-based solutions.

From left to right: FuturLink’s Bluetooth Access Point, Nike’s proximity experiment on a big Nadal ad in Barcelona, Media Contacts’ new generations of content.

Relation to my thesis: The early real-world solutions for the masses of mobile interaction with the physical.