Infographic: How proximity & micro-location marketing offer new possibilities to marketers

In a consumer world that is becoming more and more mobile technology driven, the outreach to customers depends on sending the right message at the right time in the right context with the right content impulse. Retail marketers need to be aware of how micro-location and proximity marketing will connect them with those early mobile adopters.

And just imagine how marketers can target their customers just when they are taking their purchase decision. Only as mobile technology and relevant data will let marketers know in which shopping experience the potential customer is.

Like a “look over the shoulder” of their customers, retail stores can now use mobile and targeting technology to better understand the purchase behavior of their customers. Sensors and Bluetooth low energy (BLE) beacons enable marketers to track and target those buyers in retail stores from the minute they walk in the door, and always send them relevant personal promotion content.

This infographic by MDG tells us that only 23% of marketers are using location-based data in their current mobile campaigns. Still, this technology will be changing the marketing approach in the future. As ore and more marketers are heading towards micro-location marketing (this marketing tactic is expected to reach $2.3 billion globally by 2016), it will depend on the customers whether they will accept this real-time marketing and hyper-targeting advertising formats.


1 reply
  1. Devika Girish
    Devika Girish says:

    Very informative infographic Martin. Thanks for sharing. And I totally agree with what you said. In a world where consumers are getting more and more mobile technology driven, reaching out to consumers is crucially dependent on sending the right message at the right time in the right context with the right content impulse. In fact, according to recent reports by Flurry, mobile reported to have surpassed not only the PC but also TV as the top “attention medium”. Therefore it comes as no surprise that proximity marketing is all set to take hold in 2015. In fact this all the more drives in the fact that the decision made by brands to adopt beacons in the holiday season of 2014 was definitely in the right direction. In fact, proximity marketing is one of the best ways to cater to contextual information needs of your consumers. However, many retailers still aren’t sure about where to begin or the kind of campaigns they can implement with beacons. We’ve discussed a few proximity marketing campaign success secrets that will help brands ace their next campaign in this ebook here:


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