Proximity Marketing with SONIC Tag

Read time: 3 mins

Introduction

Proximity Marketing are defined by TechoPedia as the practice of marketing goods or services based on a customer's actual physical location. This practice relies on things like cell phone triangulation and GPS technologies, and the use of network components that can connect with a user's smartphone, which is one of the most common ways that businesses track consumers.

The potential to create contextualized experiences and offers has traditionally been of great interest to brands, but some of the most used methods have also created a backlash in terms of user experience, privacy and data protection. Moreover, the adoption of other location technologies such as Bluetooth, NFC, QR Codes or even Shazam have their limitations and downturns, rendering them to remain at the stage of gimmicks or technology fads for now. So what is the best option for you and your brand in trying to create contextual experiences for your users?

QR Codes, Bluetooth and NFC demystified

Although useful in limited use cases and applications, QR Codes are still not universally embraced as the User Experience is far from being perfect. This is especially valid for crowded places like Conferences, Expos, Concerts, Festivals. This problem only becomes worse when a user has to scan more than one QR Code, due to the time intensive process even for the more tech savvy users that would still require a few good seconds to open their smartphone, open the QR reader, Scan the QR code from a perpendicular angle.

SONIC Tag QR code

Bluetooth, on the other hand, seemed to hold promise for a more friendly user experience. As with many promises, reality struck back eventually and it seems that quite a lot of players are abusing this feature. As also shown by the latest updates to the permission requirements in iOS 13, covered by The Verge. Ad to this the cost of installing and maintaining the beacon technology and it becomes obvious why many marketers and brands should feel reluctant about embracing this technology.

NFC (Near Field Communication) may also have important applications in terms of payments and user identification, but it lacks the capability to serve contextual experiences and is limited by the necessity to use the smartphone very near the beacons, hence the name. That’s why it won’t work at a distance of more than 10 cm. As anyone can imagine, the 10 cm distance makes the NFC technology limited to very few use cases and applications even before we begin to address the hardware problem at hand and that the users must have a NFC ready smartphone in order for the technology to work.

NFC Machine

Is SONIC Tag easier to use?

Due to its use of ultrasound technology, SONIC Tag essentially gives your app ‘Shazam like features’, only better and accessible to any organization size and budget.

All you need to do is to insert the SONIC Tag WAV file that you can download from our CMS to your Sound System at any Event, Conference, Museum, Shopping Mall, Theater, Cinema, Concert or Festival. Your app users won’t have to chase after QR codes, Shazam songs or be creeped out by intrusive location services such as bluetooth.

No need to worry, you can implement our technology in your app easily and provide truly contextual experiences for your users. With the ease of our proprietary campaign management tool, analytics and support from our team, you’ll soon discover why sound is the best bridge between you and your audience.

SONIC Tag vs Competition

Summary

While some technologies have had more time in the marketplace, our bet is that the solution that will be successful on the long run will be the one that can hit the proper balance between an incredible user experience and privacy. All of this while making it easy for brands to drive results in sales and awareness, through easy to implement location services that won’t put a dent in their marketing budgets.