You Should Be Using Proximity Marketing

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at proximity marketing.

I read an article recently by Forbes contributor Greg Petro on how proximity marketing is becoming a major tactic to drive retail sales. For those of you new to the concept, proximity marketing uses wireless and blue-tooth technology to link the physical location of a product to the “proximity” of the consumer.

Petro shared some interesting findings from JiWire:

• 53% of consumers are willing to share their current location to receive more relevant advertising
• 57% of consumers are more likely to engage with location-based advertising
• 62% of consumers share local deals with friends
• 63% of consumers feel a coupon is the most valuable form of mobile marketing

For retailers, proximity marketing means they will know exactly who is frequenting their businesses. Using this “hyperlocal” marketing approach, retailers can push personalized, friendly messages that welcome shoppers and include offers that will resonate with customers based on interests, preferences and previous shopping behavior.

Petro suggests proximity is a new “P” to the marketing mix. I believe that the 7Ps of Marketing already address proximity through promotion (the messaging) and process (the means to share the messaging). So even if proximity isn’t a new “P” to the marketing mix, like Petro, I believe this new form of marketing will reshape and hugely impact retail sales in the future.

My recommendation for you today is to spend some time researching proximity marketing on the Internet. If it is becoming an important marketing tactic for Macy’s, Levi’s, Kraft and Coca-Cola it just might favorably impact your brand and related sales as well.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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Filed in: 7Ps of Marketing • Process • Promotion
Tagged with: 7Ps of Marketing • Greg Petro • James Glover • once a day marketing • proximity marketing • that branding