Proximity marketing targets consumers in a specific geographic location using data from wireless devices. It uses an opt-in process and can be helpful for local businesses to increase consumer awareness and stimulate the local economy.
Proximity marketing is a type of marketing approach that involves targeting marketing efforts at a specified 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 regarding wireless device usage in that area, making it possible to identify specific consumer groups and tailor advertising to appeal to one or more of these groups.
Data collection used in proximity marketing often involves tracking the use of wireless devices to connect to the virtual world and perform specific types of activities. These activities might involve generating a map for use when traveling to a specific location, purchasing tickets to an event taking place in that area, or using technology to find restaurants or other points of interest in a city or town. Data is captured and evaluated and then used to generate targeted advertising to these end users. Advertising can be in the form of text ads, appear as a banner or pop-up on specific localized websites, or even take the form of email advertising if email addresses are captured as part of the process.
In many cases, proximity marketing uses an opt-in process to create a receptive customer base. With this app, users have the opportunity to grant permission to receive advertising targeted to their specific likes and dislikes. This approach is generally more appreciated by consumers than randomly receiving unsolicited advertising, and tends to increase the chances of actually generating sales. Once the consumer has consented to receive advertising, they can also indicate additional interests which will also be taken into account when designing and selecting advertisements for distribution in the local area.
Since proximity marketing is all about creating advertising that is relevant to a certain geographic area, this approach can be especially helpful for local businesses. In some cases, this approach can help increase consumer awareness of businesses and products available in the local area, leading consumers to support these businesses rather than purchasing similar merchandise from outside the area. Thanks to the relatively low cost of Internet advertising, local businesses often make use of this option, even if they don’t have a lot of money in their advertising budget. From this perspective, proximity marketing can help stimulate the local economy and preserve an equitable standard of living for more residents.
Asset Smart.
Protect your devices with Threat Protection by NordVPN
