Definition:
Proximity marketing, also known as hyperlocal marketing or proximity marketing, encompasses those marketing techniques that use geolocation and other technologies to communicate with potential customers. It is therefore a close marketing, based on the place where the client is located, fast and direct and at the same time personalized depending on the place and / or time.
This type of marketing, which in little complex actions generally such as the distribution of brochures on the street has evolved thanks to the use of new technologies so that it now has multiple possibilities that adapt to the situation of the client and our company.
Table of Contents
Advantages of Proximity Marketing
- Reach: today the percentage of the population with mobile devices is very high and continues to grow, so thanks to new technologies we can reach a large number of users of all types of profiles.
- Personalization: without a doubt, the main feature of proximity marketing is the multiple personalization options that it gives us when communicating with customers, and that is that it is a powerful segmentation tool.
- Proximity: proximity to the customer is a potential advantage offered by this type of marketing and that can facilitate the sale of products.
Examples of proximity marketing
- Brochures: it is the oldest type of proximity marketing and also the most basic, it consists of approaching potential customers on the street and offering them pamphlets with information about our company, inviting them to come and meet it, in many things with discounts or promotions that make it more attractive.
- QR codes: these are two-dimensional barcodes which we can read through our smartphone and that link us to web pages, apps, etc. They carry out an informative but also promotional work.
- Geolocation: thanks to the implementation of satellite location on mobile devices, companies can know where customers are with their consent through applications, social networks and web pages and thus offer them personalized content.
- Bluetooth Marketing: thanks to beacons,small devices that transfer information via Bluetooth, companies have another variant to connect with customers and offer them offers tailored to their needs.
- SMS: Although it is an increasingly less used option, companies continue to use messaging services to reach users.
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