In one arena, in particular, the efficacy of multichannel marketing is on full display: an interactive medium known as proximity marketing that combines digital signage with mobile technology.
Previous technologies have attempted to leverage static delivery methods such as text messaging that essentially are spray-and-pray methods that scatter an ad to as many people as possible in the hope that a small percentage of consumers will absorb the message and possibly take action.
Though certainly innovative for their time, text message marketing and other static outreach methods historically have not generated substantial or consistent ROI.
Proximity marketing, on the other hand, is predicated on the fact that the demographic is already optimized.
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