M&S Takes On Proximity Marketing

Leading the way in proximity marketing - the latest in progressive internet marketing for the mobile platform - mobile phone service providers O2 and Orange are both planning to roll out new schemes that will provide their mobile customers willing to opt-in on mobile ads a few perks for their troubles.

In a marketingmagazine article highlighted on Brand Republic, it has been revealed that one of the high-street shops joining in the scheme is Marks & Spencer, who plan to use O2 More as a way to offer vouchers to nearby mobile users. First on the list is a free 250 ml smoothie free with the Simply Fuller Longer sandwich or salad.

"Mobile is already an incredibly important channel for us with over two million people shopping at M&S on their mobile phones last year, Nicky Fouhy, M&S online marketing manager is quoted as saying. "Proximity marketing is a new and exciting mobile marketing channel that will enable us to offer value to customers and in a targeted and engaging way."

O2 Media managing director says, "M&S have been one of the most progressive brands in mobile for some time. They are rewriting the rules for how mobile works with online and other forms of media. Location adds a whole dimension to the mobile marketing opportunity. It's taking the richness of the medium and delivering something unique that customers really want. I think it will be game-changing for the future of mobile marketing."

The initial M&S offering is expected to last six months, with new, updated offers being presented as things progress.