Proximity marketing lets you communicate with customers at the right place, the right time and with highly relevant and personalized messages, on their smartphones - be it greeting at the entry points, special offers in the store aisles, or getting feedback on a new product.
Legacy advertisements on television, billboards, radio and pamphlets could be appealing, but they lack the impulsive drive to avail an offer, or try a new product. However, digital technology, such as Geo-fencing have bridged this gap between offline and online.
Proximity marketing however, is a more granular(Hyper-Local) form of location marketing. For the same example discussed above, the coffee shop owner could decide to have a more targeted approach and reach out to customers passing his coffee shop, let's say in the range of 300 meters to 750 Meters. This approach is more personalized and contextually relevant.Proximity marketing is about reaching out to customers based on the accurate position and not a virtual geofence. This makes the communication more contextual and personalised.