Marketo and Gimbal pitch proximity marketing at Cannes

Marketing automation vendor pairs up with proximity technology player to bring location-based customer targeting to marketers

Marketo has struck a partnership with proximity technology vendor, Gimbal, to integrate its location capabilities with its marketing technology stack.

The pair undertook a live demonstration of how the proximity technology could be combined with marketing automation during the Cannes Lions Data and Innovation Festival on 25 June.

Gimbal has developed a platform that allows marketers to delve into location-based information including behavioural data from opt-in customers, which can be passed through an engagement marketing engine. According to its website, the platform combines geofencing and proximity beacons with software, hardware, analytics tools and a management portal.

The integration is aimed at helping marketers better personalise engagement through mobile location technology. Gimbal was already a member of Marketo’s LaunchPoint partner ecosystem and has now been integrated into the vendor’s Mobile Marketing Engagement platform.

“The future of marketing is centred on marketers’ ability to engage their customers everywhere,” commented Marketo’s senior vice-president of partnerships and product strategy.

“By teaming up with Gimbal, marketers now have access to both rich proximity data and customer behavioural data from Marketo so they can send the right message at the right time. By bringing mobile into a comprehensive marketing strategy, we are continuing to break down silos so marketers can demonstrate innovation and business impact on their organisations."

Gimbal chief operating officer, Kevin Hunter, added its location-aware technology combined with marketing automation delivers more precise and relevant engagement – a must in the face of ever-higher customer expectations around digital interactions with brands.

“Gimbal's expertise in macro- and micro-location, combined with Marketo's industry-leading marketing automation software, will give marketers endless opportunities to interact with customers wherever they are based on location and proximity triggers,” he said.

The two companies pointed to a recent report produced for Marketo by the Economist Intelligence Unit, where half of the 500 senior-level marketers surveyed globally identified real-time mobile personalised technology as a vital ingredient to future marketing activity.

How beacons and nearables are giving marketers new customer know-how

Earlier this year, Kellogg’s marketing director, John Broome, claimed proximity marketing was the new battleground for brands to engage with their customers at the point of purchase.

“Location-based marketing is potentially – and certainly in the FMCG world – what we’re all looking for,” Broome told attendees at the launch of the 30th annual Starcom Media Group Media Futures Report. “This is a new frontier, and it will drive much better quality interactions between the targeted consumer and an offer, which is right in front of their eyes.”

A number of Australian and international retailers, retail sites and events venues have been experimenting with proximity technologies such as beacons, including Woolworths, John Lewis, , Bendigo Marketplace and The Melbourne Cricket Ground.

Marketing cloud vendors, meanwhile, are also shoring up their capabilities around the proximity sphere. Last November, Teradata partnered with proximity marketing consultancy, Localz, and Adobe has also recently expanded on its iBeacon functionality by adding in-app messaging functionality through its Marketing Cloud.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Why doing your job well is the key to innovation

The words ‘power company’ and ‘innovation’ probably don’t seem like a natural combination. In fact, when I first went for a marketing role with an electricity company, I semi-dreaded the work I thought I’d be doing.

Catherine Anderson

Head of marketing, Powershop Australia

The great unlearning: How brands can assist with the adoption of voice

Mainstream adoption of voice technology will be all about what consumers are learning not to do.

Ash Mustchin

Director, digital and experiences, Principals

Why getting intimate is key to creating a great customer experience

According to CMO’s State of the CMO 2017 research, 83 per cent of CMOs believe customer experience to be central to their role. An interesting stat considering few of us experience great brand experiences.

Pip Stocks

CEO and founder, BrandHook

It is indeed great and nice article, but I think the virtual reality, user-generated contents and the Chat bots will dominate the digital...

Almesh

Predictions: 8 digital marketing trends for 2018

Read more

Amazing work Nadia. I believe chatbots still have ways to go and are still in Generation 1, the exciting future of transactional and conv...

Giridhar Prathap Reddy

Climate Council pitches at youth engagement with chatbot debut

Read more

This is a great read. Chatbots are going to be the face of customers. Every sector is investing time and money in designing intelligent b...

Giridhar Prathap Reddy

From tacos to HR, chatbots make it personal

Read more

Very interesting article about chatbots. Chatbots are growing day by day and emerging winners in all the industries including Healthcare....

Giridhar Prathap Reddy

​Chatbots, messaging and refining the art of mobile commerce

Read more

'to lesson screen time'LOL someone needs a lesson on how to lessen typos.

Andrew Ward

Golden Circles invests in content play to drive brand purpose

Read more

Latest Podcast

More podcasts

Sign in