Published Date: 2017/02/19

The Noteworthy Proximity

Carat's TOP 10 TRENDS

#Marketing#Management/Business#Digital/Technology#Creative#Digital#Global#Technology#Trend#DAN

Continuing from last time, I'll introduce the major trends for 2017 from Kara's "TOP 10 TRENDS" at Dentsu Inc. Aegis Network.

Proximity in the Spotlight

Proximity has become extremely important in marketing. Literally translated as "proximity," it enables targeting and approaching users not just based on their location as a point, but also while they are moving.

You can now tell people nearby, "There's an H&M right around the corner."

You'll get 30% off if you come in!"

Bluetooth Beacons held great promise for location-based marketing, but related technologies now leveraging Wi-Fi instead of Bluetooth may take their place. This is because they can display targeted ads using information gathered during Wi-Fi login.

Out-of-home marketing is also rapidly evolving. For example, in a UK campaign by Spain's Santander Bank targeting mortgage customers, real estate information near arrival stations was displayed on departure timetables synchronized with train departure times, delivering location-based ads to commuters.

London Station
Displays travel time and average property prices based on the next train's destination

Snapchat utilizes location data in many campaigns. For example, Krispy Kreme Doughnuts offered exclusive lenses (features that add fun effects to faces or videos) that only appeared when Snapchat was used inside stores. This promotion encouraged visits as part of their "Talk Like a Pirate Day" campaign in the US.

Ice cream brand Cornetto partnered with Netflix and others to develop a proximity-based "Commitment Ring" for couples. Using NFC (Near Field Communication) technology, this paired ring allows the couple to watch streaming services like Netflix only when they are physically together in the same room. This prevents one partner from watching a series they planned to enjoy together alone.

Various initiatives are exploring the potential of location-based tracking.

• Google and Facebook are tracking how effective ads are at driving people in nearby areas to physical stores. Snapchat is also working on similar analytics.

• Proximity is also being used to identify audiences that could become future targets (e.g., people who went to the movies last month, festival-goers, etc.).

Proximity acts as a bridge between the digital and physical worlds.

"Location" must be considered alongside other factors like "time" and "audience." A prime location at 8 PM on a Friday night could be the worst spot at 11 AM on a Sunday.

At GameStop, you can reserve games via the app and earn points when you rent them at a nearby store.

The Noteworthy Proximity

Proximity in the Spotlight

Back Numbers

Speed is the key.

Targeting Accelerates with ID and Authentication Technology

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Carat's TOP 10 TRENDS

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