What is proximity marketing?
While GPS technology may be satisfactory for some proximity marketing applications, it has its limitations, while others can be quite precise. Unlike GPS, Wi-Fi and beacons provide a finer-grain level of location awareness. For example, GPS can tell you if a customer is in a store – but Wi-Fi enables you to track a user's path within a store, and beacons can enable you to know the specific department and dwell time. At the extreme, some retail systems with built-in biometrics can offer information or a price reduction based on where a customer is looking. However, location is not enough: timing is also significant. For example, information or incentives at a conference or concert might only be relevant and distributed at a specific moment during the event. This targeting precision has tremendous potential for marketers.
The benefits of proximity marketing
How to implement proximity marketing
Knowing the customer
Beacons (such as iBeacon) are just one example, and need to be positioned to triangulate each user's exact location. The beacons can sense, for example:
Offers ready to go
Automated marketing system
Why IBM for proximity marketing
Deepen customer engagement
Proximity marketing enables you to gather and analyze a complete customer profile by integrating data gathered from video, RFID, and beacons and sensors onsite, combined with the data that already resides in your systems of record. The key is assembling all the pieces quickly with powerful analytics – and then making timely and personalized offers. Now you can:
Execute intelligent engagement strategies
and enable a richer user experience at the point of impact, based on precise location presence.
Optimize onsite operations
by applying realtime analytics to mobile presence, in and around a physical location, to understand patterns and trends.
Accelerate the value of marketing campaigns
by capturing insights from physical presence as part of a broader omni-channel program.
Great mobile apps in an omnichannel world
Listen closely to consumers so you can meet and exceed their expectations – and then reap the financial rewards.