Proximity Marketing: How it Works and Why You Need It

The evolving technological development often means more opportunities for businesses. This is the case with proximity marketing. This is a technology that takes the advertisement campaigns to a whole new level. Recently, the proximity marketing devices called beacons became a revelation for the retail stores and small start-ups. So, let’s take a look at what proximity marketing is and how it works.

The Concept of Proximity Marketing

Imagine you have opened a clothing store with the stock of great Scandinavian fashion. However, you do not have a base of loyal clients as your enterprise has just been born, and there are plenty of H&M’s in the district. How can you attract new clients and cope with the competition? The answer could be mobile proximity marketing.
The concept is straightforward. When the potential customer approaches your business asset, they automatically get the notification on their phone. It can be anything: new offers or an invitation to find out more about your business. What is great about this technology is that it sends the message at the right time, increasing the probability of customers actually becoming interested in the deal.
As in the modern era, people are inseparable from their mobile devices, this technology proves to be a useful addition to the firm’s advertising campaigns. According to JiWire, more than 53% of customers would not mind sharing their current location and in return receive advertising that is relevant to them at the moment.

Proximity Marketing vs Spam

One of the ways to inform potential clients about your business and great deals it can offer is spamming them via e-mail. The problem with this strategy is that people either don’t pay any attention at all to these messages or get irritated by them. The reason is that there is a significant number of spam which is often not targeted well. According to the Pew Research Center, 69% of mobile phone users get unwanted spam messages.
That is why Proximity Marketing is a great way to stand out and offer people what they actually want. Therefore, when a potential customer approaches your business asset, they get a message at the right time and right place without being annoyed.
Moreover, the proximity market technology offers a possibility to make advertising more personalized, which means that you can enhance the positive experience of your customers. This feature proves to be very effective as 88% have stated a significant increase in their business success as a result of the implementation of a personalized marketing campaign.
It is important to say that despite the fact that proximity marketing contributes considerably to a more personalized interaction with the customers, it does not breach the personal data security. The private information of the clients is not collected and only location info, history of purchases etc. are used. This makes mobile proximity marketing more trustworthy and more appealing for the customers.

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