Creative Orchestra Gets Into The Proximity Mobile Marketing Business

Creative Orchestra Gets Into The Proximity Mobile Marketing BusinessA London-based brand marketing and advertising agency is getting into the dedicated proximity mobile marketing business.

Creative Orchestra has just opened Comobi2 to address and capitalize on the rich opportunities afforded by proximity in the mobile marketing arena.

“What every client wants is to connect the consumer with their brand on the mobile platform,” says Nigel Rayner, the agency’s head of client services. “Technology is now driving the marketing agenda and it’s changing fast. Brands are moving across from traditional digital to mobile but the challenge remains, how do you connect consumers with brands on mobile?”

“With such a small platform,” he says, “brands are literally looking outside the mobile box to off-mobile marketing solutions. Proximity mobile marketing (PMM) offers them greater consumer engagement and sales potential as it targets consumers in the places where they shop, socialize, have fun and congregate. Right place, right time, right frame of mind. And NFC technology means the consumer can connect at the touch of a NFC tag with their mobile to a brand’s website.”

“Using NFC technology also allows us to track consumer behavior in the real world, giving us valuable real time data — a whole new insight into how consumers respond in retail environments,” Rayner adds.

The agency says it will be working with NFC specialist Proxama and with media brands including Clear Channel.