In-House Techhub

Top Proximity Marketing Tactics And Tools For 2023

Following tech innovations, digital marketing has become vital for marketers. How does proximity marketing influence buyers and aid in purchase decisions?
Proximity Marketing

Proximity marketing is an instant and personalized solution that helps to engage consumers and understand their buying behavior which enables buyers to make purchasing decisions. Read on to know more about proximity marketing!

What is Proximity marketing?

Proximity marketing is also known as hyper-local marketing. This marketing tactic helps consumers get notified of offers, coupons, and discounts allowed by certain stores or shops specifically designed for that particular individual. Personalized advertising is restricted to the specific local area based on the technologies like Bluetooth, beacon, WiFi, geofencing, near-field communications (NFC), and QR codes.

Why is proximity marketing important?

  • Business entities can easily target consumers by geotargeting feature
  • Increases engagement by just downloading mobile applications
  • Bluetooth/beacons help to pitch products through app notification
  • Proximity marketing allows a competitive advantage for marketers
  • Push notifications pop up and initiate communication with consumers
  • Proximity marketing offers a personalized experience to consumers

How does proximity marketing work?

Hyperlocal marketing is useful to target potential customers with more customized advertisements based on buying patterns.

Proximity marketing tools & tactics also analyze the particular location and influence consumers’ purchase decisions in the near future. Local advertising consists of small shops, local area marketers, shopping complexes, city blocks, store outlets, and small places where businesses pitch and promote their products and services.

Tech use in Proximity marketing 

QR codes: Quick response codes are easy to pitch the product/services and engage consumers. The user can get more information about the product or service quickly, and the information is sent directly to their device.

WiFi: Near-real-time proximity marketing maximizes engagement with customers in targeted areas through real-time communication.

Bluetooth Beacons: Beacons are placed in a store where it connects with nearby Bluetooth devices and transmits products/ service information to the consumer.
: Near Field Communication (NFC) marketing is a proximity marketing channel used to interact with a location or a physical object at a small distance.

Geofencing: Geofencing helps marketers in mobile proximity marketing to target and work by placing a virtual perimeter around real-world geographic areas.

RFID: Radio Frequency Identification (RFID) system usually includes tags. The reader constantly sends out radio waves looking for an RFID tag. It transmits signals which contain information.

Bottom line

A proximity marketing strategy is highly useful for business owners to influence local area consumers. It sends push notifications of marketing offers to nearby potential customers. Technology like Bluetooth beacons, WiFi, geofencing, near-field communications (NFC), and QR codes are used to support proximity marketing.

The objective of proximity technology is to improve the consumer experience with more interactions. Utilizing timely and physically relevant data is key to the success of hyperlocal marketing strategies. Close a consumer (or device) is helpful to pitch the product or services and engage the nearby consumers to persuade them to make purchase decisions.

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