Dating back to the concept of the “Four P’s of Marketing,” using Product, Price, Promotion and Placement as the primary pillars of marketing, there is one more “P” – “Proximity”- that we consider is a must have in today’s marketing strategy, as it represents the final connection between brands and consumers.
What is proximity marketing?
Proximity marketing is an action or bundle of actions that use location technologies to communicate and connect with customers via their portable devices. These actions could be any kind of content (text, video, HTML, passbook, etc) and will be trigger with specific location conditions. At events, for instance, attendees could receive a message to collect their digital badges at specific entrances.