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“Inventing is a combination of brains and materials. The more brains you use, the less material you need.”
- Charles F Kettering

Digital Marketing

Digital Marketing is promoting of products and/or services using any or all available digital channels online and offline.

While digital marketing utilises all of the techniques and practices used in Online Marketing, commonly known as Internet Marketing, it offers a much greater scope by using additional channels to reach people without the use of them having to connect to the internet. Purely because of this independence from the internet, digital marketing extends to mobile phones, SMS/MMS, Bluetooth and DOOH (Digital Out Of Home).

Proximity Marketing:

Proximity marketing is the localized wireless distribution of advertising content associated with a particular place. Transmissions can be received by individuals in that location who wish to receive them and have the necessary equipment to do so. Distribution may be via a traditional localized broadcast, or more commonly is specifically targeted to devices known to be in a particular area.

The location of a device may be determined by:

A cellular phone being in a particular cell.
A Bluetooth or WiFi device being within range of a transmitter.
An Internet enabled device with GPS enabling it to request localized content from Internet servers.

Communications may be further targeted to specific groups within a given location, for example content in tourist hot spots may only be distributed to devices registered outside the local area.
Communications may be both time and place specific, e.g. content at a conference venue may depend on the event in progress.

Uses of proximity marketing include distribution of media at concerts, information (weblinks on local facilities), gaming and social applications, and advertising.

Bluetooth Marketing or Bluecasting

Bluetooth technologies have accelerated the adoption of Proximity Marketing as a useful tool for getting in touch with the right consumers at a local level. Bluetooth, a short-range wireless system supported by many mobile devices, is one transmission medium used for proximity marketing. The process of Bluetooth based proximity marketing involves setting up Bluetooth "broadcasting" equipment at a particular location and then sending information which can be text, images, audio or video to Bluetooth enabled devices within range of the broadcast server. Other standard data exchange formats such as Vcard can also be used.

Up until October 2007 Information Commissioners Office (ICO) guidance required that Bluetooth marketing campaigns comply with Opt-In permission in the same way as E-mail. But now Bluetooth is no longer covered by this guidance and as such may not require opt-in permission.

DOOH Digital Out-of-Home Advertising

Content is played to the displays of a digital signage network from at least one media player. Various hardware and software options exist, providing a range of different ways to schedule and playback content. These range from simple, non-networked media players that can output basic JPG slide shows or loops of MPEG-2 video to complex networks consisting of multiple players and servers that offer control over enterprise-wide or campus-wide displays at many venues from a single location.

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