benefits of proximity marketing

8
Benefits of Proximity Marketing

Upload: kay-tee-franke

Post on 18-Aug-2015

23 views

Category:

Marketing


0 download

TRANSCRIPT

Page 1: Benefits of Proximity Marketing

Benefits of Proximity Marketing

Page 2: 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

Page 3: Benefits of Proximity Marketing

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

Page 4: Benefits of Proximity Marketing

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

Page 5: Benefits of Proximity Marketing

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

Page 6: Benefits of Proximity Marketing

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

Page 7: Benefits of Proximity Marketing

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

Page 8: Benefits of Proximity Marketing

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