October 31, 2016
By Cvent Guest

If you have not heard about proximity marketing, it has been on the rise. Proximity marketing uses blue tooth and Wi-Fi from a mobile device to find potential prospects in close proximity to send customized messaging. In a recent study, mobile advertising was projected to grow to $95 billion by 2018. There are a few ways to engage prospects via their mobile device, and here is a quick review of some of the most popular transmedia channels.

BLE (Blue tooth low energy)

BLE has a wide range, 30 feet and beyond, and can go through exhibitor walls. This is handy to expand beyond your trade show booth to connect with attendees in the aisles, and draw them into your booth. BLE can also be dialed in for a closer range, such as engaging with a product demonstration.

NFC (Near frequency communication)

This technology is very familiar with the launch of Apple Pay. With Android users, you can easily share files and use for lead retrieval. NFC use beyond retail purchasing on iPhones will be at the discretion of Apple. But, since the prospect initiates the engagement, you have great user control. This also has a lot of potential for information gathering at booth demonstrations and lectures.

LTE direct

This technology is on the horizon, hopefully being launched in the next couple of years. It is a innovative way to engage for a couple of reasons. First, the phone itself becomes a beacon, and no longer relies on Wi-Fi technology. Second, the mobile user initiates the marketing engagement by expressing a need or want. For instance, the mobile user can be on a street corner, and send out a message that s/he is hungry, and within seconds, several restaurants in the area can send coupons and other offers.

Imagine if attendees could send out messages within the convention center on exactly what products and services they need, and you can invite them into your booth to engage them. Or as they pass by your specific location, you can engage with them to get them into the booth. Proximity marketing can change your event engagement.

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