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What is proximity marketing? 4 examples to understand it

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What is proximity marketing? 4 examples to understand it

You’ve probably heard of proximity marketing . The latest technological advances have made this term increasingly popular. But what can it really do? In this article I will tell you what it is, what its advantages are and some examples for you to analyze if it can fit into your uae cell phone objectives. Do not miss it! list_altIndex of contents
What is proximity marketing?
How does proximity marketing work?
Examples of proximity marketing
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What is proximity marketing?
Who does not live with their mobile on at all times? Our smartphone has become a necessary tool for day to day, and we can take advantage of it thanks to proximity marketing. Proximity marketing is a strategy that makes it possible to establish contact with consumers taking their location into account through the use of mobile technology . In this way, the user can be impacted with actions at a specific time and place, improving the effectiveness of the action. Let’s analyze its main advantages:

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4 advantages of proximity marketing
1. Personalization
One of the greatest benefits of proximity marketing is the possibility of personalizing the messages based on the target to which it is directed, taking into account the context, that is, location and time.2. Immediacy
The immediate effect of establishing contact with the consumer increases the effectiveness of the messages .3. Right time
The use of geolocation Betting Email List communication with the consumer at the desired time: one of the greatest challenges in any marketing action and that, with proximity marketing, is solved.4. Analysis of the results
Proximity marketing allows the monitoring of your results , such as:Determine the number of people who have accessed an establishment,
The journey they have made.
The busiest schedule.
The duration of the visit.
These data are very useful for making statistics that allow us to make better decisions in the physical store and in future communications.How does proximity marketing work?
In order to carry out this form of experiential marketing, it is necessary to use a device that can recognize the user’s location and send them a message . For this, there are different technologies; one of the best known is the beacon.Beacons
The beacon is a small device that uses short-range Bluetooth in order to identify mobile devices . Beacons are located in strategic areas and when a user is within the range of action, he responds by establishing communication with the mobile device, such as offering discounts for a product or requesting the user to take a specific action. This video explains how it works in different sectors.

However, to carry out a proximity marketing action we can count on different technologies:Ultrasound
Initially, users had to activate Bluetooth to allow contact by the beacon; however, some manufacturers also began to use ultrasound . Using this technology, it is possible to emit a sound that is imperceptible to the human ear that, once captured by the smartphone, triggers the sending of a message to the user .QR codesIt is one of the most used ways to interact with our target. Through this system, brands place the code in a visible place and direct customers to a landing page by scanning it with the mobile device.This type of action requires the user to take the initiative to scan the code and, sometimes, some smartphones require the download of a specific app in order to read the QR code.WiFi connection
In this case, an establishment offers free Wi-Fi connection in exchange for the user providing their personal data in a form or downloading an application. Once connected, the user can receive send commercial messages.Examples of proximity marketing
Smart airportsAENA was the first company to use proximity marketing at the El Prat Josep Tarradellas airports in Barcelona and the Madrid Barajas Adolfo Suárez airport.By installing beacons at different points in the airport, travelers could be informed of their flight by receiving push notifications on their mobile device . To do this, they had to activate Bluetooth and download a free application on their smartphones. In this way, travelers were accompanied from the moment they entered the airport without having to constantly look at the screens to check their flight information . Through the application they received personalized notifications from the airline about possible changes in the flight, communicating the boarding gate or the time of boarding.

University of Oklahoma
In order to facilitate access to the most frequented places, the University of Oklahoma installed beacons in its library, the campus or the exhibition hall. Through an application, students and teachers could quickly see where they were in the facilities and find where they wanted to go.In addition, depending on the user’s profile within the application, he or she received push notifications with relevant information about possible events or changes carried out at the university.Blinq
The Swiss dating startup installed beacons in different bars and nightclubs to turn the online dating system into a real experience. The app used proximity marketing to warn of the presence of other users who were in the same place as them and shared the same interests.Once the user opened the notification, they had the option to choose between saying hello to the other person or saying goodbye. In addition, the application also provided the user with a list of the 5 stores that best fit their tastes and preferences indicated in their profile. In this way, the locals were able to attract people with similar characteristics and, at the same time, send them personalized communications .proximity marketing_McDonald’s
The company carried out a proximity marketing action in different McCafes in Istanbul. In order to publicize its new line of coffee-flavored soft drinks, it sent promotions to its consumers through the application by giving away one of the soft drinks . The result was that 30% of users who received the promotion when they were near a McCafé used it more than once in one of the establishments.In conclusion, and after observing real success stories, we see that proximity marketing has become a strategy for brands that want to get closer to their consumers through personalized and unique communications .With the advent of beacons, the potential for engaging customers through smartphones has increased considerably. However, getting the action right is as important as investing time in analyzing the data provided y this type of marketing.Knowing what the customer journey is in the store, how long they stay, what products they are interested in or when they decide to leave the store is crucial to improve the shopping experience. Otherwise, a proximity marketing strategy loses much of its potential.Have you already tried any such action in your strategy? I would love to know more examples and know if it has helped you to generate this approach with the user. Who starts?New call-to-action

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