Marketing de proximidad mediante aplicación móvil con dispositivos Beacon

Abstract

The preference of people to access advertising content through digital applications is increasing while many businesses continue to use traditional media. Achieving communication with the client without falling into spam or invasive messages is a major challenge for companies. Therefore, we propose a mobile application that obtains people’s preferences and communicates relevant advertising information at the right place and time. The cascade methodology is used for the development of the application since it is still the most used approach in software development. To select the technology that best suits the project’s needs, we obtained a higher score with the Beacon Bluetooth technology in comparison with other proximity technologies in a Benchmarking analysis. Our result is a successful communication with clients by presenting them with relevant advertising information at the right time and place without being invasive, and we could also provide companies with information on the follow-up of clients in order to provide them with greater benefits; in this way we fulfilled the proposed objectives.