Kushambadzira InfographicsYeMahara neThebhu Kushambadzira

Kushamwaridzana Kwekushambadzira uye Kushambadzira: Iyo Tekinoroji, Mhando, uye Tactics

Ndichingopinda mumba mangu Kroger (supermarket) cheni, ndinotarisa pasi pafoni yangu, uye app inondizivisa kwandinogona kuburitsa Kroger Savings barcode yangu yekutarisa kana ini ndinogona kuvhura iyo app kutsvaga nekutsvaga zvinhu mumikoto. Pandinoshanyira chitoro cheVerizon, app yangu inondinyevera ine chinongedzo chekutarisa ndisati ndasiya mota.

Iyi mienzaniso miiri mikuru yekusimudzira ruzivo rwevashandisi kubva pa hyperlocal zvinokonzera. Iyo indasitiri inozivikanwa se Proximity Kushambadzira.

Iyo indasitiri yekushambadzira yepedyo inofungidzirwa kukura zvakanyanya mumakore anotevera. Sekureva kweMarket Research Future, indasitiri iyi yakakosheswa madhora mabhiriyoni mazana matanhatu nemakumi mashanu emadhora emadhora muna 65.2 uye inotarisirwa kukura kubva pamadhora mazana masere nemakumi masere nemazana mana emadhora muna 2022 kusvika pamadhora mazana matatu nemakumi matanhatu neshanu pamadhora mazana matatu nemakumi matatu.CAGR) ye22.44% panguva yekufanotaura.

Kutsvaga Kwemusika Remangwana

Kukura uku kunokonzerwa nekuwedzera kutorwa kwemafoni, kufambira mberi kwehunyanzvi hwekushambadzira matekinoroji, uye kuwedzera kuri kuda kwemaitiro ekushambadzira emunhu.

Chii chinonzi Proximity Marketing?

Pedyo kushambadzira chero sisitimu inoshandisa matekinoroji enzvimbo kutaurirana zvakananga nevatengi kuburikidza nemidziyo yavo inotakurika. Pedyo kushambadzira kunogona kusanganisira kushambadzira zvinopihwa, mameseji ekushambadzira, rutsigiro rwevatengi, uye kuronga, kana imwe nzira zhinji dzekubatana pakati pemushandisi wenharembozha nenzvimbo yavari padyo nepadyo.

Kushandiswa kwekushambadzira kwepedyo kunogona kuwedzera kusvika pakugovera midhiya mumakonzati, kupa kana kuunganidza ruzivo, mitambo yemitambo, uye masocial application, retail check-ins, magedhi ekubhadhara, uye kushambadzira kwenzvimbo.

Mhando dzeProximity Marketing

Kushambadzira kwepedyo hakusi tekinoroji imwe chete, inogona kuitwa uchishandisa nzira dzakasiyana siyana. Uye haina kugumira pakushandisa smartphone kana kuona otomatiki. Malaptops emazuva ano ayo GPS-inogoneswa inogona zvakare kunangwa kuburikidza nepedyo tekinoroji.

Mhando dzeProximity Marketing

  • Sravana Sameeralu Serial XNUMXth Beacon Technology: Inoshandisa Bluetooth Low Energy (BEDZA) masiginecha ekutumira zvakanangwa kushambadzira uye smartphone zviziviso mukati meimwe nharaunda, inosimudzira yakasarudzika yekutenga zviitiko.
  • Geofencing: Zvinosanganisira kugadzira perimeter yenzvimbo yepasirese yekutumira zviziviso, mameseji, kana chenjedzo kana mudziyo uchipinda kana kubuda munzvimbo ino, unowanzoshandiswa muzvitoro kukwezva vatengi vari pedyo.
  • Near Field Communication (NFC): Inogonesa midziyo miviri kutaurirana mukati memasendimita mashoma, inoshandiswa pakushambadzirana ads, ruzivo rwechigadzirwa, uye nekukaponi kutumira pakubata tegi yeNFC.
  • QR Makodhi: Makodhi eKupindura Nekukurumidza akaongororwa nenharembozha kutungamira vashandisi kune chaiwo mapeji ewebhu, mavhidhiyo, kana kudhawunirodha, anoshandiswa pakurongedzerwa kwechigadzirwa, maposta, uye zviratidziro zvekushambadzira zvemukati.
  • RFID (Radio-Frequency Identification): Inoshandisa minda yemagetsi kuona uye kuteedzera ma tag akabatanidzwa kune zvinhu, inosimudzira kubatanidzwa kwevatengi kuburikidza neakasarudzika ekutenga zviitiko uye inodyidzana yekushambadzira mishandirapamwe.
  • Wi-Fi-Based Marketing: Inopa mahara Wi-Fi kuwana mukuchinjana kunyoreswa kwevashandisi kana kutarisa-mukati, kubvumira mabhizinesi kutumira mameseji ekushambadza, kuunganidza data, uye kuronda tsoka dzetraffic mapatani, inoshanda muzvitoro, maresitorendi, nenzvimbo dzeveruzhinji.

Imwe neimwe yepedyo yekushambadzira mhando inopa yakasarudzika mikana yekudyidzana nevatengi nenzira inoenderana, inosimudzira tekinoroji kutyaira kutengesa uye kuwedzera kuvimbika kwevatengi.

Imwe neimwe yepedyo yekushambadzira mhando inopa yakasarudzika mikana yekudyidzana nevatengi nenzira inoenderana, inosimudzira tekinoroji kutyaira kutengesa uye kuwedzera kuvimbika kwevatengi.

Makambani arikuda kugadzira mapuratifomu aya anoshandisa nharembozha dzakasungirirwa, nemvumo, kunzvimbo yenzvimbo yenharembozha. Kana iyo nharembozha ikapinda mukati meimwe nzvimbo yenzvimbo, ipapo tekinoroji yeBluetooth kana NFC inogona kuona panogona kukonzereswa mameseji.

Non-Traditional Proximity Marketing

Kune dzakawanda dzisiri dzechinyakare nzira dzekubatanidza kushambadzira kwepedyo, mazhinji ayo asingade mari yakakura muhunyanzvi tekinoroji:

  • Augmented Reality (AR): Inopa chiitiko chekudyidzana chenzvimbo yepasirese apo zvinhu zvinogara munyika chaiyo zvinosimudzirwa neruzivo rwekunzwisisa rwunogadzirwa nekombuta. Vatengesi vanogona kushandisa AR kugadzira zviitiko zvinonyudza, zvichibvumira vatengi kuona zvigadzirwa mumamiriro ezvinhu epasirese, sekuyedza zvipfeko kana kuona kuti fenicha yaizotaridzika sei mumba mavo.
  • Mobile Browser Detection -Batanidza geolocation mune yako webhusaiti webhusaiti kuona vanhu vachishandisa Mobile Browser kwaunogara. Iwe unogona ipapo kukonzeresa popup kana kushandisa zvine simba zvemukati kunanga iye munhu - angave ari paWifi yako kana kwete. Izvo chete zvakaderera pane izvi ndezvekuti mushandisi anozokumbirwa mvumo kutanga.
  • QR Makodhi - Unogona kuratidza zvikwangwani ne QR code pane imwe nzvimbo. Kana vashanyi vachishandisa nharembozha yavo kuongorora QR kodhi, iwe unonyatsoziva kwavanowanikwa, vanogona kuendesa yakakodzera meseji yekushambadzira, uye kuona maitiro avo.
  • Smart Posters: Aya maposta akaiswa neNFC machipi kana QR macode ayo vashandisi vanogona kutarisisa nemafoni avo kuti vawane zvimwe zvemukati, zvakaita semavhidhiyo, mawebhusaiti, kana zvakakosha zvinopihwa. Smart maposta anogona kuiswa zvine hungwaru, achipa nzira iri nyore yekuti vatengi vabatane neiyo brand yedhijitari zvemukati.
  • Voice Proximity Marketing: Kushandisa vatauri vakangwara uye vabatsiri vezwi kuendesa zvekusimudzira zvemukati kana ruzivo. Mabhizinesi anogona kuvandudza hunyanzvi kana zviito zvemapuratifomu seAmazon Alexa kana Google Mubatsiri, achipa vashandisi ruzivo rwemhando yemhando kuburikidza nemirairo yezwi.
  • Wi-fi Hotspot - Unogona kupa yemahara wifi hotspot. Kana iwe wakambopinda mumubatanidzwa wendege kana kunyange Starbucks, wakaona zvine simba zvekushambadzira zvinosundirwa zvakananga kumushandisi kuburikidza newebhu browser.

Aya matekinoroji anozadzisa zvechinyakare zvepedyo zvekushambadzira maturusi nekupa nzira itsva dzekugadzira dzinonakidza uye dzisingakanganwiki zviitiko zvevatengi, zvichiwedzera kusimudzira kushanda kwemaitiro ekushambadzira mukusvika uye nekufurira vateereri vanonangwa.

Mienzaniso yeProximity Marketing

Kushambadzira kwepedyo kunopa nzira dzehunyanzvi dzemabhizinesi mumaindasitiri akasiyana siyana ekusimudzira kubatanidzwa kwevatengi, kugadzirisa zviitiko, uye kugadzirisa mashandiro ekuita nekuunza zvakanangwa zvemukati uye masevhisi zvichienderana nenzvimbo yevatengi vavo.

  • dzidzo: Zvikoro nemayunivhesiti zvinogona kushandisa tekinoroji yebeacon kutumira zviziviso nezvezvinoitika zviri kuuya, mazuva ekupedzisira, kana njodzi zvakanangana nemafoni evadzidzi pavanenge vachifamba-famba mumusasa.
  • Entertainment: Mabhaisikopo uye mabhaisikopo anogona kuendesa beacon tekinoroji kupa vashanyi zvibvumirano zvakakosha pazviratidziro zviri kuuya kana zvega zvemukati zvine chekuita nebhaisikopo kana kutamba kwavave kuda kuona pavanopinda munzvimbo.
  • mari: Mabhangi anogona kushandisa geofencing kutumira zvinopihwa zvemunhu kana ruzivo rwakakosha kune vatengi kana vari pedyo nebazi, sezvipo zvekukwereta kana masesheni ezano rekudyara.
  • Nezveutano: Zvipatara nemakiriniki zvinokwanisa kushandisa kushambadzira kwepedyo kutungamira varwere kuburikidza nenzvimbo ine ruzivo rwekutsvaga nzira inotumirwa kumafoni avo, kuderedza kurongeka uye kugadzirisa ruzivo rwemurwere.
  • mutsa: Mahotera anogona kushandisa tekinoroji yeNFC kana yeRFID kuita kuti vashanyi vashandise mafoni avo semakiyi emukamuri kana kuwana masevhisi emunhu nezviitiko panguva yekugara kwavo.
  • Musha: Dzimba dzakavhurika dzinogona kuratidza maposta akangwara ane QR kodhi, zvichibvumira vangangove vatengi kuti vakurumidze kuwana ruzivo rwezvivakwa, kushanya chaiko, kana ruzivo rwekufonerana nemumiriri wezvivakwa sezvavanoshanyira nzvimbo dzakasiyana.
  • chitoro: Zvitoro zvegirosari zvinogona kushandisa nharembozha kuburitsa kadhi rekuvimbika kwedhijitari pa smartphone yemutengi pavanopinda muchitoro, uye zvimiti zvepatabletop mumaresitorendi zvinogona kuratidza menyu kana kupa kugona kuhodha uye kubhadhara zvakananga kubva patafura uchishandisa QR macode.
  • Nzvimbo dzemitambo: Nhandare dzinogona kushandisa geofencing kubatanidza mafeni neakasarudzika zvemukati, zvinotengeswa zvinopihwa, kana kukwidziridzwa kwezvigaro pavanopinda kana kufamba-famba panzvimbo.
  • kutakura: Nhandare dzendege dzinogona kushandisa tekinoroji yebhekoni kupa vafambi rubatsiro rwekufambisa, kuvandudzwa kwezvimiro zvendege, kana zvinopihwa zvakakosha muzvitoro zvisingabhadharwi sezvavanofamba nemuzvikamu zvakasiyana zvenhandare.

Proximity Marketing Infographic

Iyi infographic ine tarisiro yeProximity Marketing yemabhizinesi madiki uye epakati-saizi (SMEs):

Douglas Karr

Douglas Karr ndiye CMO OpenINSIGHTS uye muvambi we Martech Zone. Douglas akabatsira akawanda ekubudirira kweMarTech kutanga, akabatsira mukushingairira kweanopfuura madhora mashanu emadhora mukutenga nekudyara kweMartech, uye anoenderera mberi nekubatsira makambani kuita nekuita otomatiki nzira dzawo dzekutengesa nekutengesa. Douglas inyanzvi inozivikanwa pasi rese yedhijitari uye MarTech nyanzvi uye mutauri. Douglas zvakare munyori akaburitswa wegwaro raDummie uye bhuku rehutungamiriri hwebhizinesi.

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