Reach Target Audience with Proximity Marketing (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are taking a look at proximity marketing.

For those of you not familiar with the concept, proximity marketing is the wireless distribution of advertising information at a specific location or within certain boundaries. As mobile phones and other technology proliferate, more and more potential customers can be reached in this manner. It is also possible to target a certain time of day and/or a select group of devices within the location. Beacons are one of the popular tools to distribute your advertising message.

A recent article on Search Engine Watch shared these facts about beacons: 

• In-store retail sales influenced by beacon-triggered messaging in 2015 and 2016 was $4.1 Billion
• $40 Billion increase is estimated for 2016
• Men are more likely than women to purchased based on this personalized advertising
• 59% of retailers using proximity marketing feel customers are more engaged in the store
• 24% of retailers using beacons saw an increase in offer redemption

For retailers, proximity marketing means they will know exactly who is frequenting their business. 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.

Per Search Engine Watch 42% of companies are already using proximity marketing. My recommendation is to spend some time researching proximity marketing. 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.

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501.1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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