Proximity marketing is the localized wireless distribution of advertising content associated with a particular place. Individuals can receive transmissions in that location on a mobile phone. Businesses can choose when to send which messages and to whom in order to achieve the best results and satisfy customers.
Retail Shops, Theatres, Shopping Malls, Stadiums, Art Gallery, Railway Stations, Airports, and Exhibition Centers are some of the best use case scenarios for Proximity Marketing.
Proximity marketing refers to communicating with customers at the right place, the right time and with highly relevant and personalised messages, on their smartphones - be it greeting at the entry points, special offers in the store aisles, or getting feedback on a new product.
Legacy advertisements on television, billboards, radio and pamphlets could be appealing, but they lack the impulsive drive to avail an offer, or try a new product. However, digital technology, such as beacons have bridged this gap between offline and online.
For decades, traditional shopkeepers and business owners have been communicating with their customers at significant moments, but proximity marketing as a term got introduced to marketers in 2008. This led to brands and businesses sending location-triggered text messages to cell phones that were in proximity to a Bluetooth network and had "discoverable" Bluetooth mode switched on.