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What is proximity marketing and why do many people think it is the future of marketing? How do the biggest brands use it? We explain!

What is proximity marketing?

Proximity marketing is a type of action that allows you to send a message to users of mobile devices via a wireless connection, using a navigation system. Proximity marketing tools include: wireless internet (Wi-Fi), navigation (GPS), radio signal (Near Field Communication) or small radio signal transmitters based on Bluetooth Smart technology (beacons). Proximity marketing is a great tool for retailers, which allows you to directly reach your customers with your message and engage them in activities around your brand, and thus increase real sales.

How does it work?

Proximity marketing activities can also be based on other tools such as: geolocation or geofencing, which is a technology that creates a virtual border around a geographical area in the real world, which allows you to send notifications within a given zone. For example, thanks to geolocation we can geotarget marketing campaigns and direct them to devices that are located exactly in the vicinity of the point of sale.

Many foreign brands already use the solutions and opportunities provided by proximity marketing, such as: Elle, Starbucks or Coca-Cola. This type of marketing is a very effective tactic – by adapting advertising to the interests of consumers living and working in the area, we are able to significantly increase sales.



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