When you really consider the meaning of proximity and marketing as a combination, a traditional marketer must begin laughing profusely. It was only the advent of the phone and then the web that made us have anything other than close proximity marketing as our primary marketing approach. As electronic commerce options advanced, the digital divide was created and enabled us to talk to each other without ever talking to each other. As a marketer, you must ask yourself what is best for your brand. What messages should travel from the mouth to the ear and what messages should be delivered via one or more technologies?
Today, proximity marketing may still involve a person talking to a person. AT&T’s commercials are a case study in what I call “person to person proximity marketing” (said with tongue in cheek). However, most people talking about proximity marketing are relying either in their minds or literally upon multiple technologies to make it happen. Various combinations of mobile phones, operating systems, data, communication signals and IoT devices create a partially invisible network of digital plasma carrying information about the nearby devices and presumably their owners.
The practical applications of these conceptual and real solutions are many. They are able to be more informed if the information exists and access to it is permitted. They are able to match a given marketing promotion to a prospective customer as the person enters a proximity-based sphere of influence. These promotional offers may be for a core product, an upsell opportunity, a coupon, part of a loyalty program, an event action or may simply improve a customer experience. They could even be combined with the human element and shared with a prospect if an employee deems it appropriate. However this technique may positively influence your marketing results, I look forward to discussing it with you in the near future.