Kev Lag Luam InfographicsTxawb Khoom thiab Kev Lag Luam Kev Lag Luam

Kev Tshaj Tawm Txog Kev Lag Luam thiab Kev Tshaj Tawm: Cov Tshuab, Hom, thiab Tactics

Thaum kuv taug kev hauv kuv lub zos Kroger (supermarket) saw, Kuv saib hauv kuv lub xov tooj, thiab lub app ceeb toom kuv qhov twg kuv tuaj yeem pop up kuv Kroger Savings barcode rau kev kuaj xyuas lossis kuv tuaj yeem qhib lub app tshawb nrhiav thiab nrhiav cov khoom hauv aisles. Thaum kuv mus ntsib Verizon lub khw, kuv lub app ceeb toom kuv nrog qhov txuas mus kuaj ua ntej kuv tawm hauv lub tsheb.

Cov no yog ob qho piv txwv zoo ntawm kev ua kom zoo rau cov neeg siv khoom raws li hyperlocal yam sawv. Kev lag luam yog lub npe hu ua Sib Yeem Ua Lag Luam.

Kev lag luam sib thooj kev lag luam tau kwv yees tias yuav loj hlob zoo nyob rau xyoo tom ntej. Raws li Kev Tshawb Fawb Txog Kev Lag Luam Yav Tom Ntej, kev lag luam tau muaj nuj nqis ntawm $ 65.2 billion USD hauv 2022 thiab xav tias yuav loj hlob los ntawm $ 87.4 billion USD hauv 2023 txog $ 360.5 billion los ntawm 2030, nthuav tawm qhov kev loj hlob txhua xyoo (CAGR) ntawm 22.44% thaum lub sijhawm kwv yees.

Kev Tshawb Fawb Kev Ua Lag Luam Yav Tom Ntej

Qhov kev loj hlob no yog vim muaj kev nce qib ntawm cov xov tooj smartphones, kev nce qib hauv kev lag luam sib thooj, thiab kev xav tau loj hlob rau cov tswv yim lag luam tus kheej.

Qhov Kev Ua Lag Luam Sib Txawv Yog Dab Tsi?

Qhov sib ze ua lag luam yog txhua qhov system uas siv qhov chaw thev naus laus zis los sib txuas lus ncaj qha nrog cov neeg siv khoom ntawm lawv cov khoom siv. Txheeb ze ua lag luam tuaj yeem koom nrog kev tshaj tawm kev tshaj tawm, xov xwm kev lag luam, txhawb nqa cov neeg siv khoom, thiab teem sijhawm, lossis tus tswv ntawm lwm cov phiaj xwm kev sib koom tes ntawm tus neeg siv xov tooj ntawm tes thiab qhov chaw lawv nyob ze.

Kev siv cov kev lag luam sib thooj tuaj yeem txuas mus rau kev tshaj tawm xov xwm ntawm kev hais kwv txhiaj, muab lossis sau cov ntaub ntawv, kev ua si, thiab kev siv kev sib raug zoo, khw muag khoom hauv khw muag khoom, rooj vag them nyiaj, thiab kev tshaj tawm hauv zos.

Hom Kev Lag Luam Zej Zog

Kev lag luam sib thooj tsis yog ib qho thev naus laus zis, nws tuaj yeem siv tau los ntawm ntau txoj kev sib txawv. Thiab nws tsis txwv rau kev siv lub xov tooj smartphone lossis kev tshawb pom tsis siv neeg. Niaj hnub nimno laptops uas yog GPS-enabled tuaj yeem raug tsom los ntawm kev sib thooj technologies.

Hom Kev Lag Luam Zej Zog

  • Beacon Technology: Siv Bluetooth Tsawg Zog (BLE) cov teeb liab xa cov phiaj xwm tshaj tawm thiab cov ntawv ceeb toom smartphone hauv ib cheeb tsam tshwj xeeb, txhim kho cov kev paub txog kev yuav khoom tus kheej.
  • Geofencing: Koom nrog tsim ib puag ncig virtual rau thaj chaw tiag tiag kom xa cov ntawv ceeb toom thawb, ntawv xov xwm, lossis ceeb toom thaum lub cuab yeej nkag los lossis tawm ntawm thaj chaw no, feem ntau siv hauv khw muag khoom kom nyiam cov neeg siv khoom nyob ze.
  • Kev Sib Txuas Lus Zej Zog (NFC): Ua kom ob lub cuab yeej sib txuas lus hauv ob peb centimeters, siv rau kev sib tham sib tshaj tawm, cov ntaub ntawv khoom, thiab xa daim coupon tam sim ntawd thaum tapping NFC lossis.
  • QR lis dej num: Cov Lus Teb Ceev Cov Codes scanned los ntawm cov khoom siv mobile los coj cov neeg siv mus rau cov nplooj ntawv tshwj xeeb, yeeb yaj kiab, lossis rub tawm, siv rau ntawm cov khoom ntim, cov ntawv tshaj tawm, thiab cov lus qhia rau cov ntsiab lus tshaj tawm.
  • RFID (Xov tooj cua zaus ID): Siv cov khoom siv hluav taws xob los txheeb xyuas thiab taug qab cov cim txuas nrog rau cov khoom, txhim kho kev koom tes nrog cov neeg siv khoom los ntawm kev ua lag luam tus kheej thiab kev sib tham sib tham txog kev lag luam.
  • Wi-Fi-raws li kev lag luam: Muab pub dawb Wi-Fi nkag mus rau hauv kev sib pauv rau cov neeg siv sau npe lossis kos-ins, tso cai rau cov lag luam xa cov lus tshaj tawm, sau cov ntaub ntawv, thiab taug qab cov qauv kev taug kev, siv tau hauv khw, khw noj mov, thiab chaw pej xeem.

Txhua hom kev lag luam sib thooj muab lub sijhawm tshwj xeeb rau kev koom tes nrog cov neeg siv khoom hauv cov ntsiab lus tseem ceeb, siv thev naus laus zis los tsav kev muag khoom thiab txhim kho cov neeg siv khoom loyalty.

Txhua hom kev lag luam sib thooj muab lub sijhawm tshwj xeeb rau kev koom tes nrog cov neeg siv khoom hauv cov ntsiab lus tseem ceeb, siv thev naus laus zis los tsav kev muag khoom thiab txhim kho cov neeg siv khoom loyalty.

Cov tuam txhab uas xav tsim cov platforms no siv cov ntawv thov mobile uas raug khi, nrog kev tso cai, mus rau lub xov tooj ntawm tes qhov chaw nyob. Thaum lub mobile app tau txais nyob rau hauv ib qho chaw nyob, ces Bluetooth lossis NFC thev naus laus zis tuaj yeem txheeb xyuas qhov twg cov lus tuaj yeem tshwm sim.

Non-Traditional Proximity Marketing

Muaj ntau txoj hauv kev uas tsis yog ib txwm siv los koom nrog kev lag luam sib thooj, ntau yam uas tsis xav tau kev nqis peev loj hauv kev siv tshuab:

  • Augmented Reality (AR): Muab kev sib tham sib tham ntawm ib puag ncig tiag tiag uas cov khoom uas nyob hauv lub ntiaj teb tiag tiag tau txhim kho los ntawm cov ntaub ntawv tsim tawm hauv computer. Cov neeg lag luam tuaj yeem siv AR los tsim cov kev paub dhau los, tso cai rau cov neeg siv khoom pom cov khoom hauv lub ntiaj teb tiag tiag, xws li sim cov khaub ncaws zoo lossis pom cov rooj tog zaum yuav zoo li cas hauv lawv lub tsev.
  • Txawb Nrhiav Kom Tau Mobile Browser - Koom nrog geolocation hauv koj lub tuam txhab lub vev xaib txhawm rau txheeb xyuas cov neeg siv Mobile Browser ntawm koj qhov chaw. Tom qab ntawd koj tuaj yeem ua rau lub popup lossis siv cov ntsiab lus dynamic los tsom tus neeg ntawd - txawm tias lawv nyob hauv koj lub Wifi. Qhov tsuas downside rau qhov no yog tias tus neeg siv yuav raug nug kom tso cai ua ntej.
  • QR lis dej num - Koj tuaj yeem tso npe kos npe nrog a QR code ntawm qhov chaw tshwj xeeb. Thaum cov neeg tuaj saib siv lawv lub xov tooj los luam theej duab QR code, koj paub tseeb tias lawv nyob qhov twg, tuaj yeem xa cov lus qhia txog kev lag luam, thiab saib xyuas lawv tus cwj pwm.
  • Cov ntawv tshaj tawm ntse: Cov no yog cov ntawv tshaj tawm nrog NFC chips lossis QR cov lej uas cov neeg siv tuaj yeem luam theej duab nrog lawv lub xov tooj smartphones kom nkag mus rau cov ntsiab lus ntxiv, xws li cov yeeb yaj kiab, cov vev xaib, lossis cov kev tshwj xeeb. Cov ntawv tshaj tawm ntse tuaj yeem muab tso rau hauv kev sib tw, muab txoj hauv kev yooj yim rau cov neeg siv khoom los koom nrog lub hom phiaj cov ntsiab lus digital.
  • Lub Suab Zej Zog Kev Lag Luam: Siv cov neeg hais lus ntse thiab lub suab pab xa cov ntsiab lus txhawb lossis cov ntaub ntawv. Cov lag luam tuaj yeem txhim kho kev txawj ntse lossis kev ua haujlwm rau cov platforms xws li Amazon Alexa lossis Google Assistant, muab cov neeg siv nrog kev sib tham sib tham los ntawm cov lus txib.
  • Wi-nkaus Hotspot - Koj tuaj yeem muab wifi hotspot dawb. Yog tias koj tau nkag mus rau hauv kev sib txuas ntawm lub dav hlau lossis txawm tias Starbucks, koj tau pom cov ntsiab lus ntawm kev lag luam tawm ncaj qha rau tus neeg siv ntawm lub web browser.

Cov thev naus laus zis no ntxiv cov cuab yeej kev lag luam sib xws los ntawm kev muab txoj hauv kev tshiab los tsim kom muaj kev sib koom tes thiab nco txog cov neeg siv khoom, ntxiv dag zog rau kev ua tau zoo ntawm cov tswv yim kev lag luam hauv kev ncav cuag thiab cuam tshuam cov neeg tuaj saib.

Piv txwv ntawm Proximity Marketing

Kev lag luam sib thooj muaj txoj hauv kev tshiab rau kev lag luam thoob plaws ntau qhov kev lag luam los txhim kho kev sib koom tes ntawm cov neeg siv khoom, ua tus kheej cov kev paub dhau los, thiab txhim kho kev ua haujlwm zoo los ntawm kev xa cov ntsiab lus thiab cov kev pab cuam raws li qhov chaw ntawm lawv cov neeg siv khoom.

  • Education: Cov tsev kawm ntawv thiab cov tsev kawm ntawv tuaj yeem siv beacon thev naus laus zis los xa cov ntawv ceeb toom txog cov xwm txheej tom ntej, hnub kawg, lossis xwm txheej ceev ncaj qha rau cov tub ntxhais kawm lub xov tooj smartphones thaum lawv tsiv mus nyob ib puag ncig hauv tsev kawm ntawv.
  • Lom ze: Cinemas thiab theatre tuaj yeem siv beacon thev naus laus zis los muab cov neeg tuaj saib tshwj xeeb ntawm cov yeeb yaj kiab yav tom ntej lossis cov ntsiab lus tshwj xeeb ntsig txog cov yeeb yaj kiab lossis kev ua si uas lawv tab tom yuav saib thaum lawv nkag mus hauv qhov chaw.
  • Hais txog nyiaj txiag: Cov tsev txhab nyiaj tuaj yeem siv geofencing xa tus kheej muab los yog cov ntaub ntawv tseem ceeb rau cov neeg siv khoom thaum lawv nyob ze ntawm ib ceg, xws li kev qiv nyiaj lossis cov lus qhia txog kev nqis peev.
  • Healthcare: Cov tsev kho mob thiab cov chaw kho mob tuaj yeem siv cov kev lag luam sib ze los coj cov neeg mob los ntawm qhov chaw nrog kev nrhiav cov ntaub ntawv xa mus rau lawv lub xov tooj smartphones, txo qis kev teem caij tsis tau thiab txhim kho cov neeg mob kev paub.
  • Kev tos qhua: Cov tsev so tuaj yeem siv NFC lossis RFID thev naus laus zis los ua kom cov qhua tuaj yeem siv lawv lub xov tooj ntawm tes ua cov yuam sij hauv chav lossis nkag mus rau cov kev pabcuam tus kheej thiab cov kev paub dhau los thaum lawv nyob.
  • Av: Cov tsev qhib tuaj yeem ua cov ntawv tshaj tawm ntse nrog QR cov lej, tso cai rau cov neeg yuav khoom sai sai nkag mus rau cov ntaub ntawv ntiag tug, ncig xyuas virtual, lossis cov ntaub ntawv tiv toj rau tus neeg saib xyuas vaj tsev thaum lawv mus ntsib ntau qhov chaw.
  • Khw muag khoom: Cov khw muag khoom noj tuaj yeem siv cov ntawv xov tooj ntawm tes los nthuav tawm daim npav ncaj ncees digital ntawm tus neeg siv khoom lub xov tooj smartphone thaum lawv nkag mus rau hauv lub khw, thiab cov ntawv nplaum hauv cov khw noj mov tuaj yeem tso cov ntawv qhia zaub mov lossis muab lub peev xwm xaj thiab them ncaj qha los ntawm lub rooj siv QR cov lej.
  • Cov chaw ua si: Cov chaw ntau pob tuaj yeem ntiav geofencing los koom nrog cov kiv cua nrog cov ntsiab lus tshwj xeeb, cov khoom muag, lossis hloov lub rooj zaum thaum lawv nkag lossis txav mus los ntawm qhov chaw.
  • Tsheb thauj mus los: Cov tshav dav hlau tuaj yeem siv beacon thev naus laus zis los muab cov neeg caij tsheb nrog kev pabcuam navigation, hloov kho tshiab ntawm cov xwm txheej dav hlau, lossis tshwj xeeb hauv cov khw tsis muaj lub luag haujlwm thaum lawv txav mus los ntawm cov tshav dav hlau sib txawv.

Kev Lag Luam Zej Zog Infographic

Qhov no infographic muaj cov ntsiab lus ntawm Proximity Marketing rau cov lag luam me thiab nruab nrab (SMEs):

Dab tsi yog Qhov Sib Txawv Ua Lag Luam
Tau qhov twg los: Xaiv Nyiaj Txais

Douglas Karr

Douglas Karr yog CMO OpenINSIGHTS thiab tus founder ntawm lub Martech Zone. Douglas tau pab ntau ntau qhov kev vam meej MarTech startups, tau pab nyob rau hauv kev mob siab rau ntau tshaj $ 5 bil nyob rau hauv Martech nrhiav thiab kev nqis peev, thiab txuas ntxiv pab cov tuam txhab hauv kev siv thiab automating lawv cov kev muag khoom thiab kev lag luam cov tswv yim. Douglas yog tus paub thoob ntiaj teb kev hloov pauv digital thiab MarTech kws tshaj lij thiab hais lus. Douglas tseem yog tus sau phau ntawv Dummie phau ntawv qhia thiab phau ntawv ua lag luam.

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