According to the last data of 24th of April 2020 given by AGCOM (Authority for the Communications Guarantees), the number of SIM (only human) in Italy is about 79,5 million, while the SIM with data traffic are about 70% with an exponential growing of +367% of the unit monthly traffic. It increased from an average of 1,41 GB/month in December 2015 to 6,57 GB/month in December 2019.
In the face of this explosive growth, which has been experienced in the last 4 years, the opportunities, that has been offered to marketers, in order to use the tool available to all users for promotional and sales purpose, have multiplied.
Particularly, the most interesting development has occurred in the activities that have been generally defined as drive to store and proximity marketing, intended as the possibility to lead users into present mobilities in specific areas towards specific points of interest: shops, restaurants, shopping mall, museum, etc.
There are multiple possible applications that are constantly evolving, starting from smartphones with active GPS and/or SDK found on the apps installed from users, in accordance with the provisions of the GDPR privacy law.
Different tools used to launch campaigns or a combination of more opportunities, such as network of Mobile App, Facebook, Google, Programmatic Advertising, can be used by setting the points of interest (coordinates) to intercept the users on the go by determining the greatest distance of the user base in advance (1-5-10-Km .) to optimize the investments.
Therefore, this is a real revolution that is phasing out the use of flyers, which have been abused in particular by the mass distribution more out of habit, rather than a satisfactory return on investments, in the favor of cheaper digital instruments by which is possible to track the ROI.
In fact, it is possible to activate a walking measurement of users, who are exposed to an advertising message, to a store by a fast and simple technical set up and the activation of a Footfall Analysis. By using the Footfall Analysis, the companies possess a complete report of people, who have been caught by an ad and actually enter into the store, in order to measure the ROI of the ad campaign.
Furthermore, it is possible to expand the Footfall Analysis by adding data of the users who visited the point of interest according to social-demographic profiles, length of stay, and visiting hours.
In addition to the analysis of the effective targeting obtained afterwards, it is also important the beforehand set up of the objective by selecting the exact profiles of interest category before launching the proximity marketing drive to store campaign to target the right person, at the right moment, in the right place.
Call E-Business Consulting and we will give you the better solution for your proximity marketing drive to store activities based on your target, goals, and individual geographical areas of your interest.
