Hello, I’m
Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are
looking at proximity marketing.
I read an
article recently by Forbes contributor Greg Petro on how proximity marketing is
becoming a major tactic to drive retail sales. For those of you new to the
concept, proximity marketing uses wireless and blue-tooth technology to link
the physical location of a product to the "proximity" of the
consumer.
Petro shared
some interesting findings from JiWire:
·
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 friends
·
63%
of consumers feel a coupon is the most valuable form of mobile marketing
For
retailers, proximity marketing means they will know exactly who is frequenting
their businesses. Using this "hyperlocal" marketing approach,
retailers can push personalized, friendly messages that welcome shoppers and include
offers that will resonate with customers based on interests, preferences and
previous shopping behavior.
Petro
suggests proximity is a new "P" to the marketing mix. I believe that
the 7Ps of Marketing already address proximity through promotion (the
messaging) and process (the means to share the messaging). So even if proximity
isn't a new "P" to the marketing mix, like Petro, I believe this new
form of marketing will reshape and hugely impact retail sales in the future.
My
recommendation for you today is to spend some time researching proximity
marketing on the Internet. If it is becoming an important marketing tactic for
Macy's, Levi's, Kraft and Coca-Cola it just might favorably impact your brand
and related sales as well.
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