To avoid misleading customers, or simply through fear of legal backlash, advertising has evolved to hide the potential shortcomings of an offer in its disclaimer.
The Association for Data-driven Marketing and Advertising (ADMA) will use new beacon technology as part of its upcoming Global Forum.
Event app company, ShowGizmo, and location-based marketing company, iProximity, have teamed up to integrate iProximity's technology into ShowGizmo, allowing ADMA Global Forum attendees to experience location-based interactions.
Beacons placed throughout the Forum will allow delegates to receive in-app notifications, ticketing on arrival, and seminar specific information when delegates arrive at certain locations.
“ADMA Global Forum is the largest data-driven marketing conference in the Asia-Pacific region and we have to have the latest data-driven technology to showcase at our event," said ADMA CEO, Jodie Sangster. "We hope the new ShowGizmo app will deliver on providing a fun, engaging, relevant and personalised experience for our delegates – one that really walks the talk."
The new partnership will also allow on-site movement of delegates to be recorded, and later analysed by the event host. The technology will provide event hosts with valuable location information to understand where the delegates were visiting. The new technology will also show where delegates were not visiting, allowing event hosts to see which areas need attention for future events.
"The partnership with iProximity was an obvious one for us, as our flexible app architecture makes it easy to include awesome new integrations for specific events, but more than that, the innovation and team are a pleasure to work with and will bring real magic to ADMA," said ShowGizmo CEO, Marie-Claire Andrews.
The new beacon implementation will provide delegates with an interactive experience, delivering pop-up notifications only when they are in relevant areas. Delegates forgetting their ticket can simply enable bluetooth on their mobile device after downloading ShowGizmo - then all that’s left to do is show up.
Promixity co-founder, David Burden, said contextual marketing and information services are now penetrating all forms of retail, marketing services and enterprise.
"We hope that Forum delegates are impressed with their new and impressive mobile experience our partnership with ADMA and ShowGizmo delivers,” he added.
The ADMA Global Forum will be held at August 4 & 5 at Sydney Hilton.
The event is a two-day, seven stream conference aiming to change the world of data-driven marketing, media and advertising. ADMA is Australia’s largest marketing body whose members include Australia’s leading advertisers, marketers, agencies, fulfilment, telemarketing and production companies.
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