Tritech Media purchases majority in Ionizr

Precision marketing employs digital technology to pinpoint customised content to targeted consumers. Ionizr is the first company in South Africa that combines technology, internet of things, analytics, marketing and digital media to provide advanced data-driven location based marketing and advertising services.

Through its proprietary technology, Ionizr provides powerful analytics-driven location-based mobile engagement tools for mall owners, retail tenants and advertisers at large. This is achieved as follows:

• It is able to track consumer behaviour in shopping malls and retailers anonymously, through its ability to fingerprint and identify mobile devices. It achieves this through its novel node technology, which doubles up as a proximity sensor and provides free Wi-Fi. The software platform provides targeted advertising and other personalised content. Anonymous data is particularly relevant to mall owners as it enables them to understand where consumers are dwelling, thus enabling them to influence the flow of consumer traffic with in-time mall marketing.

• The thrust of the software and technology is its ability to monetise free Wi-Fi, which is becoming a much sought after service for consumers wherever they visit. When consumers access the company’s Wi-Fi service, the technology captures key consumer information, which then serves as the vehicle for targeted advertising and promotional material. The targeted advertising enables retailers and brands to promote their products and services to the right people at the right time.

• A further novelty of the service is that once a consumer signs up, that consumer can be engaged with wherever the company has deployed its technology, without the consumer having to connect to a Wi-Fi network. This enables advertising and promotional campaigns to be conducted seamlessly across multiple locations.

• Geo-fenced locations are used to trigger personalised advertising and engagement with the consumer via push notifications, emails and SMS’s.

• Multiple simultaneous campaigns can be active at the same time and allows the mall and tenants to provide segmented engagement to various targeted consumers at the same time, in contrast to the current “single” campaign model. Campaigns are dynamic and time relevant. Limited high value inventory or promotions can be targeted and the successful conversion tracked.

• Ionizr is integrated with social media that allows a consumer’s in-mall experience to go viral.

• With its predictive analytics and machine learning features of consumer behaviour patterns as they move though the mall, retailers can target advertising and promotions to alter existing behaviour patterns.

Location marketing growing

William Kirsh, CEO and founder of Tritech Media commented, “Our investment supports our first mover advantage in precision marketing which up until now has been focused on providing turnkey corporate loyalty capabilities. As the media industry moves away from broad-stroke traditional media to measurable precise digital communications, we are ideally placed to be the industry leader. Location-based marketing services are growing at an extraordinary rate and are anticipated to rise from US $10bn currently to around US $18bn globally by 2019. Ionizr also gives us an in-store presence where 90% of retail purchase decisions are made.”