During the past 10 years or so there has been many platforms that has revolutionised the way we market to a mobile audience. Take, for example, Facebook. When Facebook was born in 2004 many critics said the social network was a fad and the mass market would not use it. How wrong they were!

So what about ‘proximity marketing’? Is this marketing platform another so-called fad that will fade away in a few years?

Proximity marketing in brief

Proximity marketing—also known as hyperlocal marketing—is a form of marketing that uses mobile technology to transmit messages to mobile device users who are in close proximity to a business. This form of marketing offers an innovative method of delivering contextually relevant information, offers, and content that regular emails and paper coupons cannot match.

Proximity uses various technologies such as iBeacon technology, Geo-fencing, GPS, Wi-Fi and NFC, to deliver hyper-local, contextual, and personalised messages to both existing and potential customers. This method of marketing is growing from strength to strength and here are the reasons why.

The proximity factor

‘Proxbook database’ predicts proximity-based marketing will drive about $5 billion in spending by retail brands by the year 2019, and much of that spending will be driven by beacons, according to the Director of Research at ‘Borrell Associates’

However, some retailers and marketers are still wondering if the ‘proximity’ factor provides the right solution to their marketing challenges. Should this be the case with you let me try and reassure you why proximity is a mobile marketing solution now and will grow in popularity in the next 12 months.

Proximity marketing is set to grow at a compound annual growth rate of 29.8% in the next 6 years reaching a $52.46 billion worth, powered by early adopters of this technology. 

Based on these stats can you afford to not listen to what the market is saying? My guess the answer to this question is NO.

Big brands whether it be in retail, events and exhibitions, shopping centres, banking and many other industries have already implemented proximity to their marketing strategy. More and more businesses are likely to include this innovate way of mobile marketing to their 2017 plan. What about you?

 

By Steve Joyce, business development UK at NearIT

 

NearIT was an exhibitor at Integrated Live, the UK's foremost marketing event which took place on 16-17 November at ExCeL London

PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
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