Let’s face it, proximity marketing has largely failed in North America given its less-than-perfect user experience, privacy issues and host of other barriers, but that doesn’t mean some providers aren’t seeing success — even if it is self-proclaimed.
A company called FuturLink, provider of so-called “intelligent marketing technologies,” claims its proximity marketing solution has powered over 16M mobile downloads via Bluetooth worldwide — including the US. Adding all proximity marketing campaigns using FuturLink technology, around 200 million mobile phones have received an invitation to download a file for free via Bluetooth, with “an important amount of recurrent users.”
FuturLink uses Bluetooth Access Points which are usually located in retail environments or public spaces on a permanent basis or just temporarily for a certain campaign, and allows brands and content owners to reach mobile phone users through devices that send videos, images, coupons, applications, games, etc., with no cost for each content distribution.
Whether you agree with the concept or not, there’s several companies that have continued success with proximity marketing, but it’s still very limited in the US due to the aforementioned roadblocks which will never be overcome. The surge of truly location-based concepts like LBS mobile apps and social communities, as well as location-based SMS and others are the winning technologies going forward. What do you think? Will proximity marketing survive the long-term?