he term “Proximity Marketing” refers to proximity marketing, that is, marketing that involves actions based on the proximity of the user to a particular point of interest.
Usually, “Proximity Marketing” strategies thus make use of special technologies and devices that can detect the user’s location and communicate with him typically via mobile, through apps and Bluetooth, with the aim of leading him to perform an action within a physical space.
Specifically, if we wanted to implement a Proximity Marketing strategy, we would have to resort to using at least one of the following technological solutions:
- systems built on the basis, of GSM services, or solutions that take into account the cell to which cell phones and mobile devices attach or that take advantage of geofencing;
- Public or semi-public Wi-Fi connections and hotspots,
- NFC technology, now widely exploited for payments,
- Bluetooth and, more specifically, the better known Beacon systems.
Among the advantages of a “Proximity Marketing” strategy we must take into account the possibility of reaching very focused targets that are potentially more interested in our offer. It involves sending them very personalised messages, communication and business proposals that are truly tailor-made.
Precisely because of this characteristic of their granularity, usually the activities that fall under it have a rather high cost for companies, despite the technological investment.
