It’s important that you should know that it’s not just about marketing. Proximity marketing can also work as a medium for collecting data that helps you understand your customer better, and to know their interests. As we have observed with the passage of time, brands with a strong physical presence, such as stores and shopping malls, restaurants, or hotels, are shifting towards proximity marketing. Proximity marketing is a good opportunity for such outlets to reach their customers. To understand what is proximity marketing. Read more:https://turboanchor.com/whats-proximity-marketing-how-can-it-be-used/

1. About
So What is Proximity marketing? Well, It is a marketing technique to target customers at the
right time and place, based on their precise location.
It’s important that you should know that it’s not just about marketing. Proximity marketing can
also work as a medium for collecting data that helps you understand your customer better, and
to know their interests. As we have observed with the passage of time, brands with a strong
physical presence, such as stores and shopping malls, restaurants, or hotels, are shifting
towards proximity marketing. Proximity marketing is a good opportunity for such outlets to reach
their customers. To understand what is proximity marketing
Here’s an example: Let’s suppose you enter a store and get a notification on your mobile with a
discount for shopping, or when you scan a QR code at an event to download promotional
materials, discount coupons, these are what we call proximity marketing.
Confused between Location-based marketing and Proximity Marketing?
Well, you’re not alone. A lot of people consider these two to be the same thing but there’s a
slight difference. Both work by targeting users based on their location as the name suggests, but
proximity marketing uses a detailed approach.

2. Marketers mostly use location-based marketing to target audiences across a wider geographical
area. But proximity marketing gives you a slighter advantage as it is more accurate in targeting.
Also, it does not require geofence. It uses technology to track users who are near to their
location or venue and takes into their previous purchasing habits the time spent in a store.
How does it work?
Now we know what proximity marketing is, the question which remains is how does it work?
Well for that we use a channel of proximity marketing known as beacon marketing based on.
The principle is that retailers can use localized wireless technology to distribute advertisements
and other brand-related content such as discount codes, coupons or sales offers to customers
when they are near to or in their stores. Also, customers must have a relevant mobile
application installed on their cell phone which is enabled to receive push notifications.
A beacon uses Bluetooth technology to transmit information to close by mobile devices.
So, when a mobile device comes in proximity range of the beacon, the customer will receive a
notification or request asking permission to connect with their mobile device. Finally when they
accept that notification or allow permission. They will receive promotional text messages or
displayed ads in images or videos related to the product or services of the brand.
By placing beacons around a store, retailers can gather detailed information about customer
movements to utilize their in-store experience and create highly personalized marketing
campaigns.
What type of technology is used in proximity marketing?
When it comes to proximity marketing there are multiple technologies & methods we can go for.
It depends on what suits your business and needs better. Each technology has its pros and
cons. The type of technology you go for proximity depends on what your end goal is. If you want
to collect customer behavior data then beacons will be a way to go. If you want to target
customers outdoors, geofencing makes sense.
But for now, let’s just discuss the popular form of proximity technologies:
1- QR codes
2- WIFI Marketing
3- NFC
4- Geofencing

3. 5- RFID
6- BLE beacons
QR codes
So if you’ve never heard of a QR code, chances are that you might be subconsciously familiar
with them. QR codes have become an everyday thing. Used by different marketers widely these
days and over the last couple of years.
The concept behind a QR code is to create an image that is scannable on a smartphone. QR
codes contain web address information and links that redirect the user to a particular website.
Nowadays smartphones are capable of scanning QR codes, so for someone running a business
who decides to go for QR code service you only need a QR code generator which is easily
available on the internet and a printer to set things up. Retail customers can scan the code at
your outlet, which redirects users to your website.
WIFI Marketing
We live in a generation where almost half of the population are using cell phones and especially
talking about the millennials who can’t pass a second without them. So why waste an
opportunity like that rather than capitalize on it. Therefore, one of the easiest, yet most unique
ways to implement proximity marketing is going for Wifi marketing.
As speaking WiFi marketing is a process in which a retailer provides free WiFi in-store in
exchange for customer contact details. Retailers then use this contact information to send out
marketing campaigns, like email newsletters and text messages, to these customers.
Customers will come across signup forms or pages that are displayed in front of them before
they can start browsing the web on your store’s wireless network. Once they provide the details
requested and agree to any other terms and conditions, they’ll be able to use the store’s WiFi.
After a successful connection, you can decide which web page loads first on a customer’s
device.
NFC
NFC stands for “near field communication”. It’s basically a short-range communication
technology that works best in a short range of a few centimeters. It’s usually an application that
asks the user to purposely touch devices together to engage in contact. NFC technology finds
its use in credit card payment transactions. NFC allows mobile payments and sharing between
smartphones in close range. There are applications available for NFC tags, which are in cases
similar to “QR codes”. Where a user just has to ‘tap’ or ‘touch’ their phones on an assigned NFC
tag which will redirect them to a landing page.

4. Geofencing
Ever wonder why you get a notification whenever you cross a store and get an app notification
that says, “Special discounts” or Buy One Get One Free!
Well that’s because of geofencing, it’s basically a location-based service in which an app or
software program. Which uses Wifi, GPS, or cellular data to start a targeted marketing activity
like text, social media ads, emails. Every time a mobile device enters or leaves a geographical
boundary, known as a geofence. Bluetooth, GPS, geotargeting, and geofencing can target a
specific customer location.
RFID
RFID stands for radio frequency identification. It uses radiofrequency to transmit signals to
trigger tags. A trigger sends the waves to the antenna of the RFID device. Afterward, the rays
translate to data. Moreover, RFID tags are sort of smart labels that can store a variety of
information ranging from serial numbers, pages of data, or even short descriptions.
Merchandise in grocery stores, pet accessories, and vehicles have RFID tags for tracking.
BLE beacons
Last but not least comes BLE also known as Bluetooth low energy. BLE functions similar to Wifi
access points as its widely accessible technology. BLE beacons use standard protocol and have
the ability to work across platforms and devices. You can locate and engage with any customer
simply by an application installed on their cell phones. And, besides that, all you have to do is to
install BLE beacons at your store or outlet. Here BLE provides you the highest accuracy via
proximity detection and doesn’t drain your device battery as it consumes less power.
How Can Brands use Proximity Marketing:
“Get them when they’re closer” through contextual promotions and sales tactics like offering
discounts, coupons, vouchers, buy one get one free.
By Retargeting the customers who just came in the store & didn’t buy anything or passed by
and window shopped. Which can sometimes result in converting them into potential customers
and then into buyers.
So, If they’re loyal then keep ’em by giving out special discounts or loyalty coupons for making a
purchase.
Study your customer behavior like how they visit certain stores and locations.
Provide indoor navigation which can guide them through malls or cities so they can track your
outlet easily.