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Proximity marketing tailors advertising to specific geographic locations using data from wireless devices to identify consumer groups and generate targeted ads. Opt-in processes increase consumer receptiveness and can benefit local businesses.
Proximity marketing is a type of marketing approach that involves marketing efforts in a specific geographic location. The idea is to tailor advertising to be of interest to consumers who live and work in the area. Proximity marketing typically relies on data about wireless device usage within that area, allowing you to identify specific consumer groups and tailor your advertising to appeal to one or more of those groups.
Collecting the data used in proximity marketing often involves tracking the use of wireless devices to connect with the virtual world and perform specific types of activities. Such activities may involve generating a map that can be used to travel to a specific location, purchase tickets to an event taking place within that area, or use technology to find restaurants or other points of interest within a city or town. The data is captured and evaluated, then used to generate advertising targeted at those end users. Advertising can be in the form of text ads, appear as banner or pop-up ads on specific localized websites, or even take the form of email advertisements if email addresses are captured as part of the process.
In many cases, proximity marketing makes use of an opt-in process to build a receptive consumer base. With this application, users are offered the ability to grant permission to receive advertising targeted to their particular likes and dislikes. This approach is generally more appreciated by consumers than the random receipt of unsolicited advertising and tends to increase the chances of generating sales. Once a consumer has consented to receive advertising, he may also have the ability to indicate further interests which are also taken into account when designing and selecting ads to be distributed throughout the local area.
Because proximity marketing is all about creating relevant advertising for a certain geographic area, this approach can be particularly useful for local businesses. In some cases, this approach can help increase consumer awareness of businesses and products available in the local area, prompting consumers to support those businesses rather than buying similar goods from outside the area. Thanks to the relatively low cost of Internet advertising, local businesses can often use this option even if there isn’t much money in the advertising budget. From this perspective, proximity marketing can help stimulate the local economy and help preserve a fair standard of living for more residents.
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