Proximity marketing—also sometimes called hyperlocal marketing—uses cellular technology to send marketing messages to mobile-device users who are in close proximity to a business. The market is defined by those with Bluetooth or Wi-fi technology, and the message is sent out electronically by businesses hoping to digitally connect with nearby consumers.
WHO EMPLOYS PROXIMITY MARKETING?
Just about any business or service that is operating from a fixed location can implement a proximity marketing strategy. Some examples include:
- Major retailers, such as Ikea or Macy’s, can send store maps and coupons or offers to apply for their credit card or to enroll in their loyalty or rewards programs.
- Hotels can inform guests about on-site events and promotions or can offer to enroll them in loyalty or rewards programs.
- Restaurants can send special menus/daily specials, coupons, offers for loyalty programs, or perhaps send trivia questions or other games to help them pass the time while they wait for their table to be ready.
- Shopping malls can offer a proximity marketing benefit to their tenants by putting together a package of coupons or offer a discount at any mall retailer.
- Travel hubs such as airports and public transportation centers can provide maps or display ads that can be sold to local tourist destinations.
- General information about a product or service can be delivered through proximity marketing even if the fixed location of the business or service agency changes.