Proximity marketing

What is Proximity marketing?

proximity marketing is any system that utilizes location technologies to directly communicate with customers via their portable devices. Uses of proximity marketing include distribution of media at concerts, information, gaming and social applications, retail check-ins, payment gateways, and local advertising. Proximity marketing isn’t one single technology, it can actually be implemented utilizing a number of different methods. And it’s not limited to smartphone usage. Modern laptops that are GPS enabled can also be targeted through some proximity technologies. Proximity marketing is sometimes called as hyperlocal marketing.

How to do proximity marketing?

Here you can find the major tools to trigger proximity marketing campaigns with their features.

  • Beacons

Beacon is the most used hardware in proximity marketing. It is a transmitter based on BLE (Bluetooth Low Energy) which sends to mobile devices (smartphones, tablets) signals which, when reached, are converted in notifications. Beacons allow consumers to receive advantageous information on products which otherwise got lost, for example at malls, during exhibitions or events, in crowded areas as airports or museums. There are two types of beacons, introduced by Apple in 2013 (iBeacon) and Google in 2015 (Eddystone).

working of beacons

  • GPS

GPS (Global Positioning System) is the most spread localisation system on smartphone. It is a network of orbiting satellites that send precise details of their position in space back to earth. It is a very spread technology to send outdoor messages and it cannot be used for indoor communication.

  • WI-FI

Wifi, access to online network, allows businesses to gain advantages thanks to location-based services. With wifi, you can count the number of visitors, the time they spend inside the shop and the frequency of the visit to evaluate shop popularity, favourite objects and commercial trends.

  • RFID

RFID (radio frequency identification) is a technology that incorporates the use of electromagnetic or electrostatic coupling in the radio frequency (RF) portion of the electromagnetic spectrum to uniquely identify an object, animal, or person. RFID is coming into increasing use in industry as an alternative to the bar code.

  • NFC

NFC (Near Feald Communication) is an extension of RFID which allows smartphone to communicate with NFC tags with only at a real closed distance, less than 4 centimeters.


QR CODE (Quick Response Code) does not allow a real proximity feature and it does not allow reach interactions. It allows only a simple translation of a visual graphic URL code in a web based link.

Who takes advantage from proximity marketing?

All businesses which work with physical world take advantage from proximity marketing. In particular, there are some fields in which proximity marketing is more useful.


In the field of retail, you can see all proximity marketing advantages. Proximity marketing improves the experience inside and near a store thanks to:

  • instant promotion and loyalty campaigns (fidelity cards)
  • malls and markets maps
  • useful content (product information and comparison)
  • interactions (share, rating, review)
  • shopping advice.

With proximity marketing, retail can collect useful data on the time people spend in a specific store’s department which, if related to selling data can be a moneymaker for retailers to manager in-store marketing.


To improve visit experience inside a museum, thanks to proximity marketing, you can send to mobile devices:

  • additional multimedia information
  • targeted information
  • gamification to encourage people discovering culture.


Thanks to Proximity Marketing, you can:

  • create ad hoc campaigns to create loyalty with customers
  • realize interactive menus
  • involve users in real time
  • share opinions and reviews.


You can use Proximity Marketing features to send important information to users in airports, stadium, hospitals and parks to help visitors to discover places and to live an involving and personalized experience. You can:

  • provide useful information, related also to waiting time
  • create interactive and personalizable maps
  • entertain and involve people using gamification.

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