Context Awareness

Today I’ll write about Proximity Marketing, a type of context-aware application or location-based service which consists in the localized content delivery to mobiles within an area using short-range wireless technology. Proximity technology can be used to provide informational services, alerts, distribute content and sending marketing material to a targeted audience. As every kind of mobile marketing action it requires traditional advertising to be in place to produce the call-to-action effect.

At Beepoint we have a solution that enables contextual content delivery based on profiles and allows configuring campaigns using a wide number of parameters. Our solution is easily extensible so it can be used on multiple scenarios and combined with other platforms to create innovative contextual services.

I searched on Google doing some research and found a couple of companies providing similar solutions, and discovered, to my surprise, a number of them selling this as you would sell just an ad spitting box, get your CD, burn it and do it yourself. I mean, this should be carefully implemented so that the user experience is taken care all the time. As I heard in many occasions, content is the KING so the effectiveness of a campaign using this technology and any other mobile marketing approach will depend entirely on how the campaign is combined with other traditional media channels and what content, useful services and value you are providing to the users.