Proximity Marketing: The future is now
The idea of proximity, the location of an object with respect to the consumer, is a new dimension of marketing previously untapped until recent years, fortunately, Proximity Marketing is increasingly present. The Proximity Marketing uses cellular technology to send marketing messages to users of mobile devices that are near a business. However, the attraction for consumers is personalization with great opportunities in retail and branding. But what questions and concerns will customers have? This article seeks to define Proximity Marketing, understand its potential and, hopefully, provide information about what customers and developers can expect in the future. Ultimately, Proximity Marketing should focus on the user experience, something that even the best software development company should understand. In 1960, E. Jerome McCarthy defined the four pillars of the marketing strategy as Product, Price, Promotion, and Plaza. His timeless “four Ps“ of marketing have served marketers and investors extraordinarily well. However, in the information age, it may be time to add a fifth pillar: Proximity. But what exactly is Proximity Marketing? Proximity Marketing is a form of marketing that uses location technologies to communicate directly with users through their portable devices. Proximity marketing use cases include the distribution of media in concerts, information, games and social applications, retail registers, payment gateway, and local advertising. However, proximity marketing is not a single technology. It can be implemented using many different methods and not just for the use of smartphones. Modern laptops with GPS enabled can also be guided through some proximity technologies. Near field communications (NFC) The location of the smartphone can be determined by (NFC) enabled on the phone that is connected to an RFID chip on a product or medium. NFC is the technology developed for Apple Pay and other payment technologies, but there are also other use cases besides payments. For example, museums and monuments can use NFC devices to provide tourist information. Retail stores can implement NFC on the shelves to obtain product information. NFC technology has a great opportunity and potential. Geofencing As a user moves forward with his phone, his cellular connection is managed between towers. Text message marketing systems can use the location of the device to send text messages to those smart devices that are within a particular region. This is known as SMS Geofencing. It is not an accurate technology, but it can be useful to ensure that your message is only sent to the target audience you need at the time you want. Bluetooth Retail stores can use BLE Beacons that can be identified with a smartphone. Usually, there is a mobile application that enables the technology and permission is requested. You can send content via Bluetooth, service local websites from Wi-Fi, act as a captive portal, use the beacon as an Internet access point, offer interactive services and operate without an Internet connection. Mobile browser This is a device for the Internet with coordinates enabled by the user through a mobile browser. If you visit a company site on your mobile device while you are near a certain location, you can geographically target the dynamic content to that person, whether or not it is on your Wi-Fi. WiFi access point If you have ever logged into an airline's Wi-Fi, you have witnessed a dynamic marketing content that is sent directly to the user through a web browser. With an astonishing 80% of buyers who use smartphones to make purchasing decisions according to a Google survey, Proximity Marketing is a terrifying and exciting opportunity. Technology is growing and personalization has become more sophisticated in the last decade. As written in many online help platforms, can someone write my assignment for me cheap UK, the gap between the physical and digital environment is shrinking rapidly and if the buyers will adapt to this experience it is a question that needs to be answered? Now that you have the basic knowledge about everything that Proximity Marketing implies, remember that at Motti we can advise you and solve all the doubts you have.