Proximity Marketing and Advertising: The Technology and Tactics

As soon as I walk into my local Kroger (supermarket) chain, I look down at my phone and the app alerts me where I can either pop up my Kroger Savings barcode for checking out or I can open the app to search and find items in the aisles. When I visit a Verizon store, my app alerts me with a link to check in before I even get out of the car.

These are two great examples of enhancing a user experience based on hyperlocal triggers. The industry is known as Proximity Marketing.

The proximity marketing industry is expected to grow to $52.46 billion USD by 2022.


What is Proximity Marketing?

Proximity marketing is any system that utilizes location technologies to directly communicate with customers via their portable devices. Proximity marketing can incorporate advertising offers, marketing messages, customer support, and scheduling, or a host of other engagement strategies between a mobile phone user and the location they’re within close distance of.

Uses of proximity marketing include the distribution of media at concerts, information, gaming, and social applications, retail check-ins, payment gateways, and local advertising.

Proximity marketing isn’t one single technology, it can actually be implemented utilizing a number of different methods. And it’s not limited to smartphone usage. Modern laptops that are GPS-enabled can also be targeted through some proximity technologies.

Companies who wish to develop these platforms utilize mobile applications that are tied, with permission, to the geographic location of the mobile device. When the mobile app gets within a specific geographic location, then Bluetooth or NFC technology can pinpoint the location where messages can be triggered.

Proximity Marketing Doesn’t Always Require Expensive Apps and Geocentric Technology

If you’d like to take advantage of proximity marketing without all the technology… you can!

Choice Loans has developed this infographic as an overview of Proximity Marketing for small and medium-sized enterprises (SMEs):

Exit mobile version