Proximity Marketing

Proximity marketing is a sales strategy in which brands use location-based technology to target marketing assets to customers based on their actual location.

What Is Proximity Marketing?

Personalization can take many forms in ecommerce, from marketing campaigns tailored to a user's interests to push notifications capitalizing on a shopper's purchasing history. Proximity marketing is a form of personalization that targets a customer's location. Using technology like geofencing, a brand first identifies a particular location, and then uses proximity marketing techniques to craft marketing messaging and assets connected to that location. When the shopper enters the location field, they'll receive the marketing message. A restaurant in an airport, for example, could send a promotional discount to account holders that pings as soon as they walk into the airport. Because the marketing message connects not only with the consumer's interests but also their actual location, the consumer is more likely to engage with it.

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