Application of NFC technology in proximity marketing

Abstract

New needs emerge for wireless communication with the growing proliferation of mobile devices. As mobile devices evolve from the means of making phone calls into an integral part of personal life, there is a need to ensure communication of these devices at a much more personal level. Proximity marketing is a tool for creating a personal relationship between a customer and a vendor at the time of a customer's physical purchase at the store through modern, personalized, timely and relevant communication. The main aim of this paper is to assess the perception of proximity marketing activities, namely using NFC technology and to identify areas of optimization of NFC technology in the proximity marketing activities for business practice in the Slovak Republic. To ensure the fulfilment of the goal of the contribution and the marketing research, we have set the main research assumption, which is as follows: The potential of using NFC technology in proximity marketing in the business practice of the Slovak Republic exists.

Marketing de proximidad: La geolocalización, como estrategia de publicidad en las marcas de centros comerciales en la ciudad de Ambato

“…Sin lugar a duda, el envío de mensajes publicitarios personalizados a los usuarios da paso a la relación personal entre el cliente y el proveedor al momento de la compra física (Gajanova et al, 2019), con el uso de dispositivos móviles cercanos a la fuente de información, aportando al proceso de comunicación rápida y eficiente.…”