A Holistic Approach to Proximity Marketing

Dimitris Poulopoulos, Athina Kalampogia

Abstract

Proximity marketing, as a promotional technique, can benefit shopping centres and malls in terms of revenue, as well as customer loyalty, by analysing the customers’ data and using their profiles to better address their needs and target advertising and promotional campaigns. To this end, retailers exploit cellular technology to send marketing messages to users’ mobile devices, that are near a specific area of one of its stores. With more than six billion mobile phones in the hands of consumers today, every consumer with a smartphone is potentially susceptible to a proximity marketing campaign.

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Paper Citation


in Harvard Style

Poulopoulos D. and Kalampogia A. (2019). A Holistic Approach to Proximity Marketing.In Proceedings of the 9th International Conference on Cloud Computing and Services Science - Volume 1: ADITCA, ISBN 978-989-758-365-0, pages 629-634. DOI: 10.5220/0007861106290634


in Bibtex Style

@conference{aditca19,
author={Dimitris Poulopoulos and Athina Kalampogia},
title={A Holistic Approach to Proximity Marketing},
booktitle={Proceedings of the 9th International Conference on Cloud Computing and Services Science - Volume 1: ADITCA,},
year={2019},
pages={629-634},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007861106290634},
isbn={978-989-758-365-0},
}


in EndNote Style

TY - CONF

JO - Proceedings of the 9th International Conference on Cloud Computing and Services Science - Volume 1: ADITCA,
TI - A Holistic Approach to Proximity Marketing
SN - 978-989-758-365-0
AU - Poulopoulos D.
AU - Kalampogia A.
PY - 2019
SP - 629
EP - 634
DO - 10.5220/0007861106290634