Application of NFC technology in proximity marketing

DOI

10.2991/iscde-19.2019.85How to use a DOI?

Keywords

NFC, proximity marketing, marketing research

Abstract

New needs emerge for wireless communication with the growing proliferation of mobile devices. As mobile devices evolve from the means of making phone calls into an integral part of personal life, there is a need to ensure communication of these devices at a much more personal level. Proximity marketing is a tool for creating a personal relationship between a customer and a vendor at the time of a customer's physical purchase at the store through modern, personalized, timely and relevant communication. The main aim of this paper is to assess the perception of proximity marketing activities, namely using NFC technology and to identify areas of optimization of NFC technology in the proximity marketing activities for business practice in the Slovak Republic. To ensure the fulfilment of the goal of the contribution and the marketing research, we have set the main research assumption, which is as follows: The potential of using NFC technology in proximity marketing in the business practice of the Slovak Republic exists.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Lubica Gajanova
AU  - Jana Kliestikova
AU  - Margareta Nadanyiova
PY  - 2019/12
DA  - 2019/12
TI  - Application of NFC technology in proximity marketing
BT  - Proceedings of the International Scientific and Practical Conference on Digital Economy (ISCDE 2019)
PB  - Atlantis Press
SP  - 167
EP  - 170
SN  - 2352-5428
UR  - https://doi.org/10.2991/iscde-19.2019.85
DO  - 10.2991/iscde-19.2019.85
ID  - Gajanova2019/12
ER  -