There will be many marketing trends to come to the fore in 2015, indeed we talked about them recently. One trend which deserves a blog post of its own, however, is proximity marketing, as it is one which could be extremely profitable in the coming year.
What is Proximity Marketing?
Also known as “beacon marketing”, proximity marketing involves targeting potential customers with advertising based on their geographic location, usually with a radius of about a hundred metres. This involves delivering personalised adverts to each potential customer through a variety of mediums, enticing them to make a purchasing decision in the immediate future.
To work effectively, proximity marketing needs to be put in place when a person is on site, in a super market for example, or another retailer, or in the local vicinity. When an individual is close enough they can either be presented with nearby audio and visual adverts via screens, or through their mobile devices. For years marketers have been targeting shoppers based on the cookies on their computers, this is essentially taking this concept and applying it to a physical shopping scenario.
Beacon marketing doesn’t just refer to being on site. It can also apply to a customer’s general location, so they can be supplied with marketing material relevant to that area. Whether it is a local restaurant, newsagents, petrol station, or sprawling supermarket, companies can try to entice potential customers who live nearby to visit their local stores and make a purchase.
Is it the Future?
We don’t need to think of proximity marketing as being something which exists in some far off distant future – the technology is here, and major companies are implementing it. In 2014, a substantial number of retailers stated that they would be employing proximity marketing by using targeted mobile adverts to funnel customers to their businesses.
In 2015 alone, there will be a substantial surge in proximity marketing, with customers becoming increasingly used to seeing promotional materials for products and services which are available locally. Chains such as John Lewis, Tesco, and Asda will be incorporating proximity marketing into their business strategies for the year. Many high level brands are turning to expert digital marketers who already have the infrastructure in place to take advantage of proximity marketing, increasing sales exponentially.
The Age of the Customer
While businesses are reorganising their marketing strategies around this new technology, it is the customer who will truly benefit. With so many products and services out there, it can be difficult to know exactly which brand to choose and which product to purchase. By using proximity and beacon marketing, companies allow their customers to receive up-to-date personalised shopping information which is truly useful. More importantly, as more and more proximity marketing campaigns showcase what’s on offer, the greater the number of customers there will be who will trust that company’s advice, taking it again in the future.
2015 is going to be a bright year for proximity marketing. Don’t miss out, and make sure you incorporate an effective digital marketing campaign throughout the year to maximise your sales.