Proximity Marketing – Why Proximity Marketing Is The Next Big Business Opportunity?

Why Proximity Marketing is The Next Big Business Opportunity!

Today, consumers use their mobile devices when surfing the Internet almost 60 percent of the time. In other words, at any given point in time, they are more likely to be on the Internet from their phone than their laptop or desktop.
On top of that, research indicates that consumers are still on their smartphones even when they are engaged in other activities. When watching television, for example, 61 percent of people are still on their phones.
As mobile devices become more pervasive and networks improve to provide faster connections to wider areas, one can expect mobile traffic will increase correspondingly, and according to a study, it will.
The Ericsson Mobility report shows traffic will grow at 45 percent annually each year between 2014 and 2019. Altogether, pundits predict mobile traffic will increase tenfold by the end of the decade.
Whenever someone is staring at their mobile device, they become a rapt audience. With this in mind, such devices essentially become pocketsize billboards that marketers need to optimize.
According to iAcquire, when people search for things on their mobile devices, they follow that search up with action on a website 70 percent of the time.

Proximity Marketing Strategies

Imagine you’re the owner of a store that sells home accessories. Prior to leveraging proximity marketing, a customer might come in your store to get a set of pillows for his or her couch.
With a proximity marketing campaign underway, however, you might encourage that customer to take out his or her mobile device and point it at the pillows.
Then, a video can pop up on that person’s mobile device with a digital salesman suggesting the shopper buy similarly colored candles, for example, to compliment the new pillows.
Think about how a larger business that attracts customers from multiple states might leverage proximity marketing. Let’s take Dover Downs Hotel & Casino for example; a business
that targets not only Delaware residents, but the surrounding states too. They can take a competitive route, where ads are delivered in other states when mobile users search for casinos,
gambling, and other related keywords. Since they double as a venue, they can use proximity marketing to target mobile users looking for events in nearby locations.

Proximity marketing is extremely inexpensive compared to traditional campaigns where businesses pay premium dollars for space on television networks, radios or billboards,
for example. Additionally, business owners are able to gauge the effectiveness of their campaigns in real time by seeing which phones accepted or rejected the messaging.
That data can then be used to enhance advertising campaigns in order to even more effectively target customers.

Nevertheless, it is only a matter of time before the Internet crushes businesses that don’t adapt to the changing times. By making mobile marketing a key tenet of your advertising strategy and making use of the proximity of potential customers whenever possible, marketers put themselves in a position to grow in a time where businesses that rest on their laurels continue to whittle away.