UPDATE: Google shut down their proximity marketing platform on 1st April 2021.
Proximity marketing has been in and out of the headlines since Apple launched iBeacons in 2013. It was a platform that ultimately failed to take off but more refined (and open-source) versions have had better success since then – namely Google’s beacon system.
Now, proximity marketing is back in the headlines, this time powered by technology that’s had time to mature. So, it’s a good time for a quick refresher on what this strategy has to offer in 2019.
Proximity marketing is a hyper-localised strategy that uses people’s specific locations to send highly-targeted messages. While location-based marketing uses GPS technology to track the approximate location of devices, proximity marketing aims to send messages to people based on their specific location.
For example, proximity marketing might be used to send messages to people as they walk into specific stores in a shopping mall. You can even create networks to track people as they move around a store, sending them messages based on the aisle they’re walking down or the range of products they’re looking at.
In most cases, these networks are built by installing beacons in various locations, which detect the presence of smartphones.
For more information, check out: Why beacon technology is set to take off in 2019.
Kerry is Head of SMB SEO. Kerry started her digital marketing career with a web design company back in 1996, then moved in-house as a digital marketing manager before moving back to the agency fold with Vertical Leap as an SEO specialist in 2006, moving to the department head role in 2011. She currently lives in Bishop's Waltham with her husband and daughter.
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