In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Local mobility management player, Mobile Mentor, has struck a partnership with iProximity to unite its technology and services with the proximity marketing consultancy’s customer solutions.
Under the agreement, Mobile Mentor will integrate iProximity’s products and services with its enterprise mobility solutions in Australia and New Zealand. This encompasses iBeacons, NFC tags and TapBoard technologies.
Mobile Mentor said it will support clients with beacon projects by providing design, app development and integration services alongside iProximity’s management platform. It will also leverage the consultancy group’s business intelligence engine to provide reporting and operational dashboards.
“We believe beacon technology will provide really useful context to the mobile experience and when you combine context with content, the user experience gets much richer,” said Mobile Mentor’s CEO, Denis O’Shea.
“We look forward to the positive impact which iProximity’s beacon solutions will have on our client’s mobility projects.”
Proximity-based marketing technologies such as beacons are becoming increasingly popular as organisations look to integrate physical and digital customer experiences.
The deal between iProximity and Mobile Mentor comes a week after enterprise vendor, Teradata, announced a strategic partnership with Australian-based microlocation consultancy, Localz, bringing its smarts into the Teradata Integrated Marketing Cloud.
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