In our digital age, wifi has become an essential part of our lives. We use it to remain affiliated with friends and family, check email, and surf the web.
But what if we could connect with customers and engage them in marketing campaigns?
Proximity marketing via wifi is a new track to reach out to customers and promote your brand. Read on to learn more about how this technology works and how you can use it in your marketing campaigns.
What Is Proximity Marketing Entail?
Proximity marketing is marketing that involves the use of technologies to deliver targeted content and messages to devices in specific geographical locations. Proximity marketing can be used for various purposes, including providing directions to nearby businesses, delivering coupons and discounts, and offering customer assistance.
Several technologies can be used for proximity marketing, including Bluetooth beacons, NFC tags, and GPS tracking. While some proximity marketing campaigns are done on a small scale, others are part of large-scale national or international campaigns. To be effective, proximity marketing must be carefully planned and executed. However, when done correctly, it can be an extremely effective tool for businesses, especially in boosting sales.
Benefits of Proximity Marketing
There are several benefits of using proximity marketing to reach customers, including:
Reach Customers In Specific Locations
Businesses can deliver relevant content that encourages them to purchase by targeting customers in specific locations.
A proximity marketing strategy can help businesses increase customer engagement by delivering targeted content that is more likely to be relevant and exciting to the user. In addition, it helps to collect customer data and learn customer behavior to lead a successful marketing strategy.
Proximity marketing can be a cost-effective way to reach customers, as businesses only need to invest in the equipment and software required to deliver the content. In addition, they do not pay for advertising space or airtime.
What Types Of Proximity Marketing Are There?
Several marketing tactics used in proximity marketing revolve around the movements and locations of target audiences.
QR codes are common types of proximity marketing. QR codes are scannable images that can be used to deliver content to customers. To scan a QR code, customers need to unlock their camera app and point it at the code. Once the code is scanned, the customer will be taken to a website or landing page with more information about the product or service.
Businesses must invest in a smartphone QR code scanner to use QR codes for proximity marketing. This will allow them to scan the codes and deliver relevant content to nearby customers. Most modern smartphones have built-in QR code readers, but some businesses may want to invest in dedicated QR code scanning solutions for improved speed and accuracy.
WiFi marketing platform uses the same technology as standard WiFi networks but allows businesses to send targeted content to nearby consumers. When customers connect to the WiFi network through a mobile device, they can see special offers or product information from the business.
RFID & NFC
RFID and NFC tags are similar to QR codes in that they can deliver custom content. However, instead of using a camera to scan the tag, customers can tap their phones against it. This makes it easy for businesses to deliver content to customers without interrupting their shopping experience.
Working Of Technology
To use RFID or NFC tags for proximity marketing, businesses must invest in special scanners or tag readers. These devices can be integrated with existing point-of-sale systems, allowing enterprises to scan tags and deliver content to customers without hassle seamlessly.
Geofencing is a proximity marketing automation technique that uses GPS technology to target mobile devices within a designated area. Users who enter the geofenced area will receive targeted content such as coupons, product information, or real-time updates. Geofencing can target potential customers at events, trade shows, or even in specific retail locations.
BLE (Bluetooth Enabled) Beacons
BLE beacons are another type of proximity marketing that uses Bluetooth technology to target consumers. BLE beacons can be placed strategically in retail stores or public transit stations and trigger marketing messages on nearby smartphones. For example, a retailer could use a BLE beacon to trigger a message on a nearby consumer’s smartphone that contains a coupon for their store.
How Is Proximity Marketing Implemented?
Proximity marketing relies on technology to target consumers based on their location. The goal of proximity marketing is to reach consumers in a specific location with targeted messages. To do this, businesses use various technologies, including Bluetooth, NFC, and guest WiFi.
Steps Of Implementation
- Identify the target market.
- A profile of this target market must be created, including demographics and Firmographics.
- The market must be defined by geography as well.
- Once the target market is identified, a database of potential customers must be compiled.
- Etching out a clear strategy is essential, too, to create an action plan that is executable and can be monitored for results achieved.
- To successfully connect with the customer, knowing what technology platforms they use and how they can be reached on each platform most effectively is essential.
- Making messaging that echoes with the target audience is critical. It must be done the way it aligns with the brand identity while also speaking to the customer’s specific needs at that moment in time or “sense of now.”
- Once these elements are in place, messages can be sent through various channels such as push notifications, SMS, MMS, email, social media, or printed collateral placed in strategic locations within the defined geographic market area.
- Lastly, results should be measured against pre-determined KPIs to gauge success and make necessary adjustments.
If you have any issues in implementing the proximity marketing campaign and working of technologies, contact professionals to clear your queries related to strategies and all other questions.
The Biggest Prediction About Proximity Marketing Ever Made
By 2023, it’s anticipated that the proximity marketing market will be worth USD 52.46 billion. This prediction is based on the presumption that businesses will continue to invest in proximity marketing technologies to reach customers more effectively. By targeting customers in specific locations, companies can deliver relevant content that encourages them to make purchases.
While according to Business Inside, an additional USD 44 billion in sales were generated and influenced by 100 U.S. retailers using proximity marketing strategies, according to Business Insider.
Geo-Loyalty Is The Future Of Proximity Marketing
Geo-loyalty is a term that refers to the use of proximity marketing techniques to increase user engagement and conversion rates. It uses location-based customer data to target consumers with relevant, personalized offers and content. Geo-loyalty takes this one step further by using geofencing to target customer loyalty or likely to be loyal to a particular brand or retailer.
For example, a retailer could use geo-fencing to target users who have previously made a purchase at their store or who frequently visit their competitor’s store. As a result, the retailer can increase conversion rates and engagement by targeting these users with relevant offers and content. Thanks to technological advances, geo-loyalty is an increasingly effective way for retailers to optimize their marketing and the consumer journey.
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To drive more sales, increase brand awareness, or engage with your audience more meaningfully, contact us today!