There remains much to do, but we think that this can bring the type of measurement and control from online marketing to out-of-home which is usually limited to estimated impressions. To date, most of what we have seen for proximity marketing has focused on branding, which is interesting but harder to express in terms of ROI because it will be compared to other traditional options, but closing the loop with point of sale data to show ROI, makes this an easier sell for CMOs. One doesnt need to look at impressions, but can now look at sales tied directly to the campaign.

We think Google is already pointing the way, by finding more and more ways to bring online and offline together, particularly for local – whether using QR codes for print ads or coupons for local listings. And of course, the proximity tools built into Google Maps and Local Search, are already changing local search marketing.

Intera’s Bluetooth-based approach augments these new local marketing options because it enables targeting down to a few feet (so within a specific location such as a mall, for example), doesnt cost the user anything and is faster and more reliable than most 2.5g connections in the US. Mobile Marketer has all the details.