Proximity Marketing: a Way to Combat with the e-World

Introduction:    

The localized method of transferring advertising contents for a particular place or location is known as Proximity Marketing. The transformation is done mainly through wireless channels. The people or the customers who want to receive the messages can receive it through various devices like their smart phone, laptops or any other Bluetooth enabling devices.

The Various Ways to Determine the Location of a Device Are as Listed below:

• The Smart Phones or the cellular phone within a particular location.
• Devices with Bluetooth or Wi-Fi facility.
• The GPS enabled devices with a strong internet connection.

A NFC accessible device that can read a RFID chip that depicts the news of a Product launch or a media launch at a particular location. The information is collected in the form of localized contents that are collected via the internet servers.

Proximity Marketing has various utilization but how the Retailers are benefited out of it is the main matter of concern here. If someone goes by the definition of proximity marketing it is said there that proximity marketing is all about providing information about the people of a particular locality at a particular time. In this way the retailers can collect information about their targeted customers of a particular location.

How Do the Bluetooth Proximity Marketing Techniques Work?

Proximity Marketing like any other marketing involves selling or marketing of the product to their targeted customers. However the proximity marketing messages are accurate and are confined to a particular location at a particular time.

Following are the process through which the Bluetooth Proximity Marketing works:

• The Data or the information collected through various Bluetooth enabled devices, or through internet are transformed into the form of images, text, data, audio, video or even sometimes in the form of games are sent to the targeted customers via their smart phones, laptops etc. Sometimes the retailers also send the messages when the customer is standing in front of a particular product.
• Through push messages about the things or the products that the customers are seeing in the shop.
• By sending various coupons containing discounts or offer for individual or group of customers.
• Through various social networking sites like Facebook, twitter etc. The Data collected from these sites helps in proper segmentation of the customers. This way the Retailers are also benefited as they can approach their targeted audiences or the customers much smoothly.

Beneficiaries of Proximity Marketing:

Proximity Marketing has no doubt strengthened the relationship of the retailers with their customers. The engagement level of the retailers and their customers is much high with this marketing technique. The retailers can now their customer’s individual behavior, needs and wants. It also helps the retailers to privatize their products according to the individual customer’s choices or preferences.

Conclusion:

Since smart phones have now became the necessity of every human being proximity marketing in this context have a much long way to go and help the retailers to shine in their business. This can be the only way the brick-and-mortar store retailers can combat with the e-retailers.

Will Digital Coupons Win over the Paper Coupons in the Coming Years?

Proximity marketing is not a new concept among the Retailers and the Customers. However Bluetooth proximity marketing is a latest trend introduced now a day.

Every smart phones or mobile phone and tablets have a Bluetooth access facility in today’s world. Thus this also known as the mobile proximity marketing or the Bluetooth proximity marketing. Bluetooth is nothing but a short range wireless system that can transmit information as well as can also receive information from other devices without the use of any wires. Bluetooth proximity marketing involves transmitting promotional messages, videos, and images through this Bluetooth supporting devices. The messages are transmitted through the Bluetooth broadcasting equipments or devices and within the range of area where the transmitter is placed. These transmitters are known as the Beacons.

Objectives:

The main objective of Bluetooth proximity marketing is to reach the customers directly to market a product. Bluetooth proximity marketing helps in finding out the individual customers and targets him or her at the right time and at the right place. The retailers are thus highly benefited by this system of marketing.

 

Retailers Benefit:

The retailers throughout the years are practicing several ways to market their products in a right manner by satisfying their customers. The Retailers are benefited from the Bluetooth proximity marketing in various ways. The retailers can send messages images, text to a customer even if he or she is present in the store physically. The customers can send relevant push messages from the retailers about a product that the customers are seeing or opting to buy.

Now a day the customers have a larger exposure to various online sites through which they can enhance their buying. The Bluetooth proximity marketing in turn helps the retailers in segmenting the customers. They help in segmenting depending upon the customers, Facebook login, etc. Thus these type of marketing strategies help to engage with a large number of audiences at a time. These help in direct communication with the targeted customers.

Additionally through this way of marketing the retailers’ track who is in the stores, what are the areas that are attracting most of the Customers. The Retailers can also improve their promotional contents Band messages by finding out which content is attracting more customers and which not.

Thus through this the retailers helps the customers to enhance their overall shopping experience.

Customer’s benefit:

The customers are also benefited in various ways through these Bluetooth proximity marketing. They can pay their bills trough Bluetooth much quickly than before. This system is also much more pocket friendly. With the push of a button, the customers can now pay the bill once they are registered to the shop.

Paper Coupon vs. live Coupon:
If we look into the statistics we will find that the use of both paper coupons as well as digital coupons is almost same.

To make the full fledged use of digital coupons is however now under process, but as the year is passing by more and more companies and brands are showing their interest to introduce the coupon system.

There is a common dilemma among the retailers now a day whether digital or paper coupons which one will win over the customer’s attraction.

It is surprising to see that even if in this digital age or in this tech savvy world people are more inclined towards the paper coupons. Thus the Retailers need to think over this issue to find a way out to choose the best among the two.