Proximity marketing is defined as “the localized wireless distribution of advertising content associated with a particular place” (Wikipedia). Definitions, however, never tell the whole story. Proximity marketing, in fact, can’t be reduced to mere advertising purposes (as it’s not confined to the retail industry).
Until recent years, a major marketing effort was aimed at reaching ‘not well defined’ consumers – broadly divided into target segments – with mostly one-size-fits-all advertising content. The idea of a marketing strategy based on proximity was out of reach due to technological limitations, but now you are able to offer personalised content when the customer is close or inside a store, right on his/her smartphone, to encourage specific behaviors, enhance the shopping experience and facilitate the purchase decision.
The main objective of this new evolution is to connect with empowered customers that mostly live in a digital world shaped by mobile devices. With this in mind, the idea of proximity – the physical location of a product with respect to the customer – linked to business strategies becomes a huge business opportunity.
Proximity marketing is not just one tool; it is a set of technologies and devices that rebuild the way we interact with places and products.
Few statistics, gathered by JiWire and published by Forbes, explain the value of Proximity Marketing:
- 53% of customers are willing to share their current location to receive more relevant advertising.
- 57% of customers are more likely to engage with location-based advertising.
- 62% of customers share local deals with friends.
- 63% of customers feel a coupon is the most valuable form of mobile marketing.
These numbers say that smartphones and all mobile devices already play a huge role in engagement and loyalty programs.
Proximity Marketing has tremendous revenue potential, but that’s not all about money: if properly managed, it will allow you to deepen the connection with clients, boost loyalty and ultimately improve your overall customer experience.
Download our free guide below and find out more about Local Mobile Marketer and how you could use our beacon technology and proximity marketing to help your business achieve even greater success!