Benefits of Proximity Marketing
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Transcript of Benefits of Proximity Marketing
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Benefits of Proximity Marketing
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Defining Proximity
• Proximity:– The physical location of a product
with respect to the consumer1
– Capitalizing on activities consumers
are already involved with– Expanding the sphere of interactive
marketing in public places2
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How It Works– Cellular technology sends
messages to mobile devices in close vicinity to a business
– Proximity marketers send content that appears automatically on mobile devices1
– New technology can send rich media to phones complementing signage/kiosks/beacons, etc.3
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Does It Work?• 53% of consumers are willing to share
their current location to receive more relevant advertising
• 57% of consumers are more likely to engage with location-based advertising
• 62% of consumers share local deals with friends1
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• Proximity marketing is done in real-time– Results can be measured
immediately• Allows retailers to better manage their
campaigns
• Integration– Retailers can integrate with their
digital signage networks• Increases chances of connecting with the
right consumers through better recall
The Benefits
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• Detailed Recording– Can record all devices identified and
messaged– Determine which messages are
accepted or rejected• Can keep data for further review and use to
improve ad effectiveness2
The Benefits
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Room for Growth– Potential to transform digital, out-of-
home, and traditional forms of marketing
– Creating a memorable and personalized interaction for consumers through relevant and targeted contents
– Multichannel Outdoor Campaigns
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Sources1. Petro, G. (2014, October 8). How Proximity Marketing Is Driving Retail Sales. Retrieved July 27, 2015, from http://www.forbes.com/sites/gregpetro/2014/10/08/how-proximity-marketing-is-driving-retail-sales/2. 8 reasons why proximity marketing will matter for retailers in 2011. (2011, January 17). Retrieved July 27, 2015, from http://www.retailcustomerexperience.com/articles/8-reasons-why-proximity-marketing-will-matter-for-retailers-in-2011/3. What Is the Future of Proximity Marketing? - eMarketer. (2014, April 18). Retrieved July 27, 2015, from http://www.emarketer.com/Article/What-Future-of-Proximity-Marketing/1010770All images: freedigitalphotos.net