P2P Proximity Fuels Influencer Marketing
How could big consumer brands like Nike reach their users in the physical world? The answer lies in hyper-local influencer marketing. A revolutionary peer-to-peer (p2p) proximity technology is able to turn every smartphone into a beacon and broadcast in-app messages to people in close proximity. In that way, Nike or any other consumer brand could reach their fans through trusted influencers at the right time and place!
Smartphones as beacons
The rise of p2p proximity technology opens countless possibilities to enhance influencer marketing campaigns. Peer-to-peer proximity is about to turn mobile phones into “super-beacons” merging physical and digital experiences into one. p2p proximity connects devices directly without the need to deploy any third party hardware or determine absolute location via satellites. This turns the technology into a much cheaper and more versatile proximity solution than beacons or GPS.
Hyper-local influencer campaigns
In the last couple of years, beacon technology has been viewed as a great innovation and tested in many marketing campaigns. However, the on-site benefits like vouchers and coupons didn’t and still don’t seem to fascinate customers. The majority of users are hesitant about getting involved in communication with brands and do not see the value in such actions.
Customers are much more likely to trust other people’s recommendations than generic advertising. That is why almost 60% of fashion and beauty brands already run influencer marketing campaigns, while a further 21% plan to start over the next year. p2p proximity could transfer these existing campaigns to hyper-local real-world experiences.
For example, James – a marketing specialist at Nike – knows that many Nike+ Training app users are planning to attend a marathon. If an internet influencer or celebrity was to participate in this marathon, people would definitely pay attention. Therefore, James decides that it would be a great opportunity to reach out to Nike fans through particular opinion leaders.
p2p proximity technology implemented in the Nike+ app could turn an influencer into a literal mobile billboard, broadcasting in-app messages to nearby devices everywhere he or she goes. The only thing necessary for this use case is a smartphone and the Nike+ training app.
People who happened to be in close proximity to such an influencer during the marathon could receive notifications, which would enhance real-world experiences. These notifications could indicate what clothes or shoes the influencer is wearing, invite the user to check recommended season arrivals or new Nike videos featuring the influencer.
Anyone can be an influencer
Not only famous people could be hyper-local influencers. In fact, based on p2p proximity, every user could become an influencer. p2p proximity could enable all users to broadcast in-app messages to nearby peers in real-time while they jog, walk in the park and everywhere else they go.
Peer-to-peer interactions on the app would enable marketers to understand who is an influencer not only in the digital but in the physical world as well. The logic is simple – the more one interacts with people nearby, the more influential he or she is.
Seamless customer attribution
p2p proximity could also enable marketers to enhance digital customer profiles with consumer behavior in the real world and expand the omnichannel experience. For the first time, it would become possible to transfer digital peer influence to the physical world and reach out to the most relevant target audiences.
Users who opt-in and happen to come close to an influencer would receive highly contextualized messages right on their apps. In the above mentioned Nike case, the content could be tailored to every runner personally – depending on their gender, size and style preferences. Such functionality would enable people to see who is wearing the exact sneakers they researched online or what clothes are best recommended for the specific sport they’re practicing.
These physical world encounters could be later used by marketers to create highly contextual and relevant remarketing campaigns, showing people the ads of the products they actually saw live, liked it or shared it on the app. Such consumer behavior would shape highly personalized in-app messages and enable people to associate digital experiences with the physical world around them.
p2p proximity could create unlimited possibilities for marketers to capture physical world interactions and later use them for improving customer relationships, increasing engagement, trust and loyalty, encouraging gamification, and so much more. The possibilities are simply endless.
Marketing as hyper-local word-of-mouth
Nothing is more trusted than word-of-mouth, that is why influencer marketing has already planted a deep footprint in the marketing world. Peer-to-peer proximity technology could add great value to these marketing campaigns by extending them to the physical world. Messages spread from peer to peer could turn into hyper-local recommendations. Physical and digital would merge, enabling true omnichannel experiences and highly personalized content exchange.
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- Cole, N. (2017). Inc. In 2017 Influencer Marketing Is About To Go Through The Roof. Retrieved 28th of Apr, 2017, from https://www.inc.com/nicolas-cole/in-2017-influencer-marketing-is-about-to-go-through-the-roof.html
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