Using location-based Bluetooth beacon technology, Proxama is able to transmit vouchers, deals and other promotions to the smartphones of nearby consumers to effectively provide advertisers with real-time dialogue and customers with relevant promotions.Developments from the firm this year have seen it introduce its tech to airports nationwide including Gatwick and Stansted in a bid to catch travellers in between flights, a move that was followed up to add beacons to 500 London buses in the summer. Continuing its push to secure transport-based partnerships, which allow it to secure a wide variety of customers, Proxama has clinched a deal with Ubiquitous – the largest taxi advertising firm in the country. Jon Worley, CEO of Proxama’s marketing division, said: “This is an excellent high profile partnership for us and one which we believe is extremely well suited to proximity marketing. The average cab journey lasts around 20 minutes in London and is a natural time for people to engage with their smartphone for messages and new content. We look forward to seeing the customer reaction.” The nationwide campaign will result in 4,000 beacons being installed into black taxis across cities including London, Edinburgh, Glasgow, Manchester and Birmingham, which will result in contextual alerts sent to passengers during their journey from A to B.
Read more on proximity marketing:
- Personalisation: The key to innovation in the travel industry
- Majority of the world’s marketers use location-based targeting for ad campaigns
- 5 ways smartphones will change your retail business forever – just look at Ted Baker
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