Proximity Marketing: what is it?

Proximity Marketing is the localized wireless distribution of advertising content associated with a particular place. The location of a device (e.g. a smartphone, laptop or tablet) may be determined by:

  • Bluetooth
  • WiFi
  • GPS
  • Near Field Communications (NFC) enabled phone reading a Radio Frequency ID (RFID) chip

Bluetooth, and Proximity Marketing in general, works well in places with large numbers of people, and especially in entertainment settings (such as nightclubs and music festivals) where people enjoy downloading relevant media content on their mobile phones.

Communications may be further targeted to specific groups within a given location, for example content in tourist hot spots may only be distributed to devices registered outside the local area.

Communications may be both time and place specific, e.g. content at a conference venue may depend on the event in progress.

Uses of proximity marketing include distribution of media at concerts, information (web linksĀ  on local facilities), gaming, social applications, offers and discounts, and advertising.

Contact me for further advice on using Proximity Marketing.

One thought on “Proximity Marketing: what is it?

  1. I love this concept “proximity marketing” when doesn’t bother the user/consumer but helps to find what he’s looking for.
    I imagine an application which could hear from the surroundings wifi/bluetooth system and receive brochure, leaflet, pictures and text. It’s like advertising, but if the filter within the application can leverage what the user is interested in, he can get tips and advice for the next birthday gift he needs to buy, and he can buy close where he walks usually.
    I wanted to call it “I Wish I Ad”, but I’m still in idea-mode.

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