Basically proximity marketing gives companies the ability to send a message directly to consumers when they come close (within proximity).
Proximity marketing uses Bluetooth technology to deliver messages to individual’s cell phones that are near by. The marketing message goes directly to the prospective client, or customer when they are close by.
Marketers continually push the boundaries of technology to promote their message and product offers. With mainstream and Digital media and social connectivity or interactions, marketing is taking on a new look in the modern technological era. With Wi-Fi, wireless data, and Bluetooth technologies, people these days are more connected than ever.
We get updates about traffic and weather sent to our devices, social media accounts, and email profiles. Our favorite actors, movies, tv shows, and sports are streamed directly to our hand held devices. Our boss, children, friends, and favorite products are linked directly to people, via their cell phones.
People are looking for good deals on cutting edge products, and companies are looking for new innovative ways to show people about their amazing products, services, solutions, and specials!
This is where things are getting interesting; marketers are using technology to stream messages about special offers, discounts, and new products directly to users as they get into range of the actual retail outlets offering these deals. This is a great way to build a quality relationship with customers and bring in new sales too.
Welcome to proximity marketing.
Imagine being able to broadcast your marketing message every time a potential customer gets within 200 feet of your retail location. Would that help gain new customers?
Corporations, marketing departments, small business owners, and independent marketers are causing a ruckus about this new technology that lets them share their specials, discounts, and limited offers to foot traffic walking through a mall, grocery shoppers making choices about the products they want, or going through an event grounds.
The opportunities are truly endless with this technology. Imagine a book enthusiast walking through a book store, and getting a notification about a publishers new book. What about a mall shopper who gets a message about a 50% off Sale. Both the storefront and shopper benefit. This could be a Win-Win Situation.
Ok, so is this technology ethical, legal, and moral? Some people say it seems a bit like spam. There is currently no laws regulating Bluetooth messaging. As this technology matures, people and society will be able to form an opinion, but until then there is no legal, ethical or even moral standard.
Here is how some people see proximity marketing.
Some people LOVE their technology. They want every bell, whistle, advantage, and update available. If their Bluetooth device can save them on their regular shopping, or show them something new, they are all about that. So there is a portion of the population will be open and responsive to getting a message about what is available to them, that is what technology is all about, getting up to date, and at times exclusive information.
Some people are private, and do not want to have any messages sent to them, even if it is a 99% off coupon for their favorite item at the store. And these people will consider any advertising message offensive.
Ok, So what will become of BLUETOOTH Proximity marketing? That is hard to say, but there are some great opportunities to take advantage of this technology to get your message out to the public, and to reach responsive people, who are customers.