Proximity Marketing Case Study

We live in a world where consumers access the internet more and more via their smart phones because of mobility and ease. Their sales continue to rise year after year. Due to the mobility of the phone, information about location of the device and hence, the user proves to be of significant value. Acquiring and utilizing this information forms the foundation of Proximity Marketing.

The businesses all around want to have their online presence, they want to adapt and incorporate some form of technology that can attract customer and therefore boost their sale. One current area in which there is steady and continuous growth is location-based commerce. Because of mobiles always-on characteristic, people globally want to be able to use services
I have listed the different competing technologies, the reasons why Proximity Marketing should be used and how it can promote growth. I have provided a descriptive example of a complete retailing scenario using Proximity Marketing and then listed few current ongoing applications in Hong Kong and abroad. I have also sighted few statistics that I could gather online through various market research groups. Lastly few case studies which were done by Market Research companies using beacons and geofencing have been listed to prove that Proximity Marketing is the next key that can enhance and create a significant boom to local
Proximity is about the geographic relationship between the customer and the vendor. It uses cellular technology to identify mobile-device users that are within a certain location of a business to send enticing marketing messages. Proximity marketing isn’t one single technology, it can actually be implemented utilizing a number of different methods. And it’s not limited to smartphone usage. Modern laptops that are GPS enabled can also be targeted through some proximity technologies.

But this is by no means a new type of marketing. Before technology influenced mankind, people were drawn to shops at times through marketing gimmicks such as having shop managers hiring someone to dress up as a particular character to distribute leaflets or coupons to passer-by and thus attract their attention and pull them in their shop. After that proximity marketing was driven by SMS and Wi-Fi which was then transformed with introduction of NFC.

Proximity marketing is a form of marketing that uses mobile technology to transmit marketing messages to mobile-devices. In most cases, individuals with mobile devices in a close distance to a business can receive marketing messages. Proximity marketing uses Bluetooth or Wi-Fi technology to send messages electronically to nearby