Proximity marketing is a new concept of connecting with your target group through portable devices. It uses location technology. The process of mobile proximity marketing consists of sharing offers, messages, customer service, and other promotion forms to a nearby mobile phone user.
How Proximity Marketing Functions?
Proximity marketing uses a combination of different technologies. Some of them can target GPS-enabled laptops apart from smartphones.
- NFC (Near Field Communications)
NFC can be enabled on the phone. This system uses Beacon technology. Beacon technology creates an alert when visitors enter or exit a shop.
Your location can be identified through this process for sending push text messages to devices of the target population within a particular area. Geofencing detects users who are present within its fence, which is a range of at least 100 meters.
This mobile application is also popular for sending messages or content.
This technology uses radio waves to identify the target. It stores a serial number in the device of a target and sends content to the device.
- Proximity ID
They are contactless ID cards. These are generally read-only devices and used for door access. They can hold limited information.
Mobile proximity marketing without apps and geocentric technology:
- QR Codes
You can display signage at specific locations with QR codes. When people use their phones to scan the codes, you can identify their location and deliver the marketing messages.
- WIFI Hotspots
Offering a free WIFI hotspot and sending push content through a web browser can also be an option.
- Mobile browser detection
You can introduce geolocation in your business website to identify people using a mobile browser. The contents can then be sent to the target.
Proximity marketing is done through media distribution at concerts, gaming, social apps, local advertising, etc.
Advantage of Proximity Marketing for Retailers
Retailers use mobile apps that can target mobile devices. When the devices get near specific locations, the messages are activated and sent to the devices.
Proximity marketing increases retail sales. A large number of people visit online shopping sites to browse for products or purchases.
If you are a retail marketeer, you can collect information about online shoppers through
- Purchase history of shoppers
- Website data
- Location information and app data
You can find out the requirements of your target group and provide the same during urgency.
Proximity marketing would help you to increase visits to your website, have more conversions, and improve customer retention. The information that you can provide are:
- In-store promotions
- Ask users about their preferences and share relevant information
- Offer redemptions through mobile apps
- Tour information in case of tourism companies.
- Product information
The world nowadays is very closely connected due to internet and web technology. Shoppers have the option of doing in-store or online purchases and use a range of mobile devices.
For increasing the profits of your business, you must use mobile proximity marketing besides other methods. It is a new trend and would provide additional support if you can select the option that would be the best for your business.