What is proximity marketing?
Proximity marketing uses mobile technology to send messages to smartphone users who are in close proximity to a particular business or location. Proximity marketing employs Bluetooth, Wi-Fi, QR code, or NFC technologies. Messages that can be sent through these technologies allow brands to digitally connect with nearby consumers.
Through these signals, proximity marketers can send content similar to a mobile application (app) that automatically appears on consumers' mobile devices.
Proximity marketing strategies
Connecting to a Wifi network
Users who connect to Wi-Fi in public spaces can be impacted with messages using proximity marketing . At the time of registration, the brand acquires more information about the user.
Digital Coupons via Bluetooth or Wifi
This strategy allows retailers to send digital coupons to all vp quality email lists shoppers near their store to encourage the purchasing process.
Geofencing
GPS devices use Geofencing to trigger an event when a device enters a virtual barrier. Geofencing is often used outdoors to attract customers in specific locations with a timely and relevant message. But to start the communication, a connection must be established through a specific app or website.
QR code reading
QR codes also allow you to connect with customers. This strategy is more passive than the previous ones, since potential consumers must make the decision to scan the barcode with their smartphone.
Beacons
Beacons are small devices that emit a Bluetooth signal, with a maximum range of 50 meters, and are capable of defining a location and detecting or locating other devices, such as, for example, a smartphone that has a beacon signal tracking application. Consumers who have beacons on their mobile phone can receive discount coupons, catalogues, offers, etc.
Advantages of proximity marketing
To find out how Proximity Marketing can help your company, we want to reveal the 5 most groundbreaking advantages of the moment:
We encourage immediate purchase
It is not the same for a user to receive a discount at home than when they are near your business or inside it. Receiving an offer at the right place and time, based on their profile or needs, makes the chances of purchasing much greater. Geolocation therefore plays a fundamental role.
We increase loyalty
Thanks to proximity marketing, customers experience unique, personalized user experiences . It is a good way to generate a feeling of exclusivity. This translates into an increase in customer loyalty .
We have multiple points of contact with the client
Technology makes it possible to connect with customers by offering different messages depending on their location. If our business is, for example, a hotel, we can send different messages depending on whether the customer has just arrived or if they are in a specific place in the hotel, such as the gym or the restaurant.
We obtain useful information
In order to carry out proximity marketing, we must use intelligent behavioural analysis solutions that allow us to identify behaviour patterns, hyper-segment based on these patterns and influence the public's decisions at a specific time. Information or data therefore plays a fundamental role.
We get real-time analytics
With proximity marketing solutions or tools , it is possible to obtain unique metrics and consult this information in real time. We will know what user behavior is, what interests them most and what messages or actions have obtained the most conversions. In this way, we can see which campaigns have worked and which have not, in order to instantly readjust them according to consumer tastes.
Taking the customer into account, knowing where they move, their tastes and taking advantage of the opportunities that geolocation gives you can help you connect your brand with potential consumers and therefore create new business opportunities. Are you ready to start implementing it in your company?
