What is Proximity Marketing?

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Proximity marketing is a great way for businesses to get noticed by local clients and customers. Simply put, proximity marketing is a system of strategies that use your customers’ or clients’ locations to deliver targeted advertising that’s catered to their needs.

While local search marketing can target a general area, proximity marketing takes that one step further. With proximity marketing, you can target specific stores, neighborhoods, or city blocks with your marketing campaigns. This allows you to tailor your marketing strategy to exactly the market you’re trying to capture.

Types of Proximity Marketing

There are a few different types of proximity marketing techniques you can use:

  • Bluetooth: Some stores use Bluetooth beacons that connect to their customers’ smartphones. You can then send notifications to their phone if they have your brand’s app installed and collect information about them while they’re in your store.
  • Wi-Fi: Offering free wi-fi allows you the opportunity to display a promotion or collect email addresses and other information when customers connect.
  • Geofencing: Geofencing uses cell phone towers to push text messages to customers within a certain area. If a customer’s phone has an RFID tag embedded in it, you can use NFC devices to provide information about your business and deploy marketing messages.
  • QR Codes: If you put up a sign with a QR code in a specific location, you’ll know exactly where a customer is when they scan the image. You can use that technique to offer special deals, promotions, or information to customers in a certain area.

Some of these proximity marketing ideas require an investment in new technology, but there’s a way to make some type of proximity marketing work on any budget.

Benefits of Proximity Marketing

Proximity marketing allows you to truly customize the shopping experience for all of your customers or clients based on known factors about their behavior. You can encourage customers to download and engage with your business’s app, if you have one, and boost sales and conversions while they’re in the place to purchase them.

You can use proximity marketing to offer relevant promotions, retarget customers who left your business without purchasing any goods or services, learn how frequently your customers are in certain locations, and more. When incorporated as part of a larger marketing strategy, proximity marketing can be a powerful tool to boost your business.

If you’re looking to expand your marketing strategy, Brawn Media can help. Our digital marketing agency has helped clients from a variety of industries get noticed by their target audience. Fill out our contact form to schedule a consultation.

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