We’re now into the hottest days of the summer. For many, it’s a time to slow things down, find a cool place, have a drink or two, and take time off for that well-deserved vacation — but that’s not the case for those in the proximity marketing world.
Like the weather outside, proximity marketing is hot and nothing proves this more than Proxbook’s recently released Q2 2016 State of the Proximity Industry Report. The report is loaded with great information on all areas of the market and has a plethora of use cases from all around the world. It also takes a deeper dive into of how proximity marketing is impacting professional sports and events, which present an environment that is particularly suited for proximity marketing.
Some of the information we find the most interesting include:
- Sensor deployment continues to surge with a 33% growth rate over Q1. This means the infrastructure on which to deliver mobile proximity marketing campaigns and services is growing quickly, enabling brands, retailers and advertisers to reach more and more consumers.
- Google’s Eddystone beacon protocol is gaining momentum. An interesting element to this is the instant app connection, which enables Android apps to to run instantly without requiring an installation by the user.
- Sports and other events — concerts, conferences, political rallies — are target-rich environments where consumers have largely opted-in to receive information, making proximity marketing an “organic” add-on to the event experience. Apps can be enhanced with many services including: event check-in; navigation to seats or exhibits; schedule/agenda information and updates; games and quizzes; special offers, such as available ticket upgrades and discounts from event sponsors; and post-event retargeting.
- The number of organic proximity solution providers continues to grow, but we’re now seeing established companies adding proximity marketing capabilities to their portfolio. Translation: the market has been established, is growing, and there is yet-to-be tapped opportunity.
- The report took a stab at categorizing the players in market into five categories: platform, platform and hardware, hardware, apps and consulting. I’m sure that there are providers who will take issue with their categorization, but it’s good to have a starting point on which to look at the ecosystem.
As one of the PSPs (Proximity Service Providers) covered in the report, we at ShopAdvisor are happy to see the overall momentum in the market and applaud Proxbook for this work. One area that was briefly covered was the growing importance of how the data that is collected across consumers, locations, and products is becoming the force in powering mobile proximity marketing experiences that engage the consumer with the right message and content at the right time and location to motivate them to go to that store and buy that product. As the industry grows, we should see more of that information in future reports — and we’re looking forward to that.