benefits of proximity marketing

Benefits of Proximity Marketing

2

Defining Proximity

• Proximity:– The physical location of a product

with respect to the consumer1

– Capitalizing on activities consumers

are already involved with– Expanding the sphere of interactive

marketing in public places2

3

How It Works– Cellular technology sends

messages to mobile devices in close vicinity to a business

– Proximity marketers send content that appears automatically on mobile devices1

– New technology can send rich media to phones complementing signage/kiosks/beacons, etc.3

4

Does It Work?• 53% of consumers are willing to share

their current location to receive more relevant advertising

• 57% of consumers are more likely to engage with location-based advertising

• 62% of consumers share local deals with friends1

5

• Proximity marketing is done in real-time– Results can be measured

immediately• Allows retailers to better manage their

campaigns

• Integration– Retailers can integrate with their

digital signage networks• Increases chances of connecting with the

right consumers through better recall

The Benefits

6

• Detailed Recording– Can record all devices identified and

messaged– Determine which messages are

accepted or rejected• Can keep data for further review and use to

improve ad effectiveness2

The Benefits

7

Room for Growth– Potential to transform digital, out-of-

home, and traditional forms of marketing

– Creating a memorable and personalized interaction for consumers through relevant and targeted contents

– Multichannel Outdoor Campaigns

8

Sources1. Petro, G. (2014, October 8). How Proximity Marketing Is Driving Retail Sales. Retrieved July 27, 2015, from http://www.forbes.com/sites/gregpetro/2014/10/08/how-proximity-marketing-is-driving-retail-sales/2. 8 reasons why proximity marketing will matter for retailers in 2011. (2011, January 17). Retrieved July 27, 2015, from http://www.retailcustomerexperience.com/articles/8-reasons-why-proximity-marketing-will-matter-for-retailers-in-2011/3. What Is the Future of Proximity Marketing? - eMarketer. (2014, April 18). Retrieved July 27, 2015, from http://www.emarketer.com/Article/What-Future-of-Proximity-Marketing/1010770All images: freedigitalphotos.net