![Page 1: Daniel Angel Tamoco - Making Sense of Proximity Marketing 2014](https://reader033.vdocuments.net/reader033/viewer/2022052822/554d28a3b4c905ca208b50b7/html5/thumbnails/1.jpg)
x
CONNECTING WITH CONSUMERS
WHERE AND HOW THEY WANT
Daniel Angel
11 June 2014
![Page 2: Daniel Angel Tamoco - Making Sense of Proximity Marketing 2014](https://reader033.vdocuments.net/reader033/viewer/2022052822/554d28a3b4c905ca208b50b7/html5/thumbnails/2.jpg)
AGENDA
Data & insights
Real campaigns
What should I do?
Data: Bain, 2013
![Page 3: Daniel Angel Tamoco - Making Sense of Proximity Marketing 2014](https://reader033.vdocuments.net/reader033/viewer/2022052822/554d28a3b4c905ca208b50b7/html5/thumbnails/3.jpg)
WHAT BRANDS CURRENTLY KNOW
![Page 4: Daniel Angel Tamoco - Making Sense of Proximity Marketing 2014](https://reader033.vdocuments.net/reader033/viewer/2022052822/554d28a3b4c905ca208b50b7/html5/thumbnails/4.jpg)
THE MISSING JIGSAW PIECES
Mobile Interaction = Consumer Insights
![Page 5: Daniel Angel Tamoco - Making Sense of Proximity Marketing 2014](https://reader033.vdocuments.net/reader033/viewer/2022052822/554d28a3b4c905ca208b50b7/html5/thumbnails/5.jpg)
REAL CAMPAIGN INSIGHTS
![Page 6: Daniel Angel Tamoco - Making Sense of Proximity Marketing 2014](https://reader033.vdocuments.net/reader033/viewer/2022052822/554d28a3b4c905ca208b50b7/html5/thumbnails/6.jpg)
65% QR vs NFC
3-5pm highest interaction (second highest 10pm)
Location-based engagementNFC vs QR – Stratford, Central / Spitalfields, Chelsea
Over 40% of interactions on weekends
Over 40% interacted more than once with almost all on weekend + weekday
![Page 7: Daniel Angel Tamoco - Making Sense of Proximity Marketing 2014](https://reader033.vdocuments.net/reader033/viewer/2022052822/554d28a3b4c905ca208b50b7/html5/thumbnails/7.jpg)
BCC CAMPAIGN
259
interactions (35% of
total attendees)
88%
NFC vs QR interaction
8-9pm
most popular time of day
(35% interactions)
Wi-Fi
interaction highest
(47% of activations)
![Page 8: Daniel Angel Tamoco - Making Sense of Proximity Marketing 2014](https://reader033.vdocuments.net/reader033/viewer/2022052822/554d28a3b4c905ca208b50b7/html5/thumbnails/8.jpg)
AT&T CAMPAIGN
![Page 9: Daniel Angel Tamoco - Making Sense of Proximity Marketing 2014](https://reader033.vdocuments.net/reader033/viewer/2022052822/554d28a3b4c905ca208b50b7/html5/thumbnails/9.jpg)
AT&T CAMPAIGN
8232
interactions during the four
days of the campaign
80%
of interactions over Wi-Fi
(10% AT&T, 3% Verizon)
95%
Android (1 Windows RT
tablet!)
517
Interactions in the East 17th St
store
![Page 10: Daniel Angel Tamoco - Making Sense of Proximity Marketing 2014](https://reader033.vdocuments.net/reader033/viewer/2022052822/554d28a3b4c905ca208b50b7/html5/thumbnails/10.jpg)
PUSH
PULL
• No app needed
• Fast and easy to use
• Requires close proximity
• Enables interaction with apps
• Works up to 70 m
• Needs the use of an app
• Enables interaction with apps
• Works on most devices
• Needs the use of an app
• Difficult user experience
NFC QR
Bluetooth WiFi
• Works up to 100 m
• No app needed
• Difficult user experience
PROXIMITY TECHNOLOGIES
![Page 11: Daniel Angel Tamoco - Making Sense of Proximity Marketing 2014](https://reader033.vdocuments.net/reader033/viewer/2022052822/554d28a3b4c905ca208b50b7/html5/thumbnails/11.jpg)
Addedvalue
Drive traffic to digital presence
Enhance multichannel experience
Increase brand awarenessTrack campaign engagement in real time
NOW IS THE TIME TO ACT