Top 6 Benefits of Proximity Marketing for Your Business

In the last decade, the mobile ecosystem has grown at a rapid pace. It enabled organizations across industries to get commercial growth opportunities by targeting users in highly sophisticated ways. Proximity marketing offers a practical approach, which can help a business to gain a competitive edge.

It refers to the communication made with customers at the right time, right location, with a personalized message on mobile. It helps businesses to bridge the gap between their offline and online marketing practices.

With the help of proximity marketing, marketers can localize the advertising content distribution on the users’ devices using wireless mediums. Equipment and technologies such as beacons, Geofencing, push notifications, and more play a crucial role in developing effective proximity marketing campaigns.

Personalized user experience is the key to success for a marketing campaign. It is crucial to provide an excellent experience in mobile apps to increase user engagement and gain maximum benefits.

Toward this, proximity marketing assists businesses in adopting personalized mobile-based marketing. It helps devise location-based campaigns that target potential customers using specific content. The effectiveness of proximity marketing is 16 times more than Google Pay per Click, according to Beaconstac study. From personalized geotargeting to increasing app engagement and retention, proximity marketing can help implement a variety of ways in the promotion strategies.  

Businesses across domains, particularly in the retail sector, are leveraging the Geofencing techniques to increase their mobile user base. As consumers continuously look for the location-specific information on their mobile devices, such methods can help display relevant notifications for the products/services even before they search.

Proximity marketing provides numerous benefits to offer highly relevant and timely information to users on their mobile devices. It empowers businesses to drive and retain customers that might be attracted to competitors and promote their app features.

Let’s look at the top advantages of proximity marketing in today’s digital-first world.

Proximity marketing makes it extremely easy to leverage the capabilities of Geofencing technology. You need to select the location so that when someone enters or leaves that specific area, that person receives a push notification on mobile. You can even send different messages to different users through various segments and channels.

Besides, when people enter in a geofence or come near to the beacon, you can send messages on their devices immediately or with a preset delay. Tags provide a more accurate user location than WiFi or GPS tracking. Therefore, you can increase the chances of delivering the most relevant content based on device location.

The success of a mobile application depends on user engagement with it. For a business providing the location-based services, proximity marketing works as a game-changer through push notifications, geotargeting, and other app engagement tools.

Companies can set campaigns using Bluetooth-based systems such as beacons. It helps them to benefit from close range marketing for increasing brand loyalty and customer retention. Beacon-based push notifications can have a click-through rate as high as 80%. It indicates that such systems can help to gain high conversion rates through mobile notifications.

Further, advertisers can use the analytics services for the mobile app to create custom reports for open rate, engagement rate, and other KPI for the business. It helps to identify the performance of the campaign and areas that might need improvements for future promotions.

Proximity campaigns help to entice customers offers such as discount coupons as soon as they enter in the specific location. Thus, it engages users on immediate bases and attracts them to buy products or services from your brand.

For instance, when a user enters a shopping mall, a push notification is sent on that person’s mobile device about the discount at a burger or pizza outlet for that day. If the customer stays at the location a few times, chances are increased that the person would avail of the food discount offer.

We have seen that personalization is a critical factor for attracting and retaining customers through apps. And, proximity marketing offers the best way to send personalized messages to app users. At the same time, the store owners can also get a notification if a regular customer walks in the place, which enables them to provide a more personalized experience and increase brand loyalty.

It would be best if you consider some vital factors while planning a proximity marketing campaign for your brand. It can cover:

Selecting the right partner is critical for a successful proximity campaign. They can help you to implement the right strategy and tools based on your brand offerings and user behavior.

Marketing your services is about sharing the right information to the user at the right time. Therefore, you need to be careful while planning a proximity marketing campaign. To gain a competitive advantage, you can:

Proximity marketing is not limited to mobile devices. You can even run proximity campaigns on wearables too. Beacon notifications are the best ways to send messages and offers on wearable devices. Toward this, an experienced company providing location-based app development services can help to get an advanced marketing solution according to your business requirements.

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