Proximity marketing is not a new-age concept, but it’s been flourishing lately. Local stores and businesses are using beacons and QR code technology to attract nearby customers through targeted advertisements.
In this post, we’ll talk about proximity marketing, its importance, and how small businesses can leverage it to the fullest.
What is Proximity Marketing?
Proximity marketing involves targeting local customers near a business by sending targeted messages or adverts using cellular technologies. Let’s break down this concept for better understanding.
Let’s say you run a coffee shop in a busy area of the city. But you’ve recently opened, and many people don’t know about who you are and what you offer. Unless they’re in dire need of a coffee, they might not show up at your doorstep.
Here’s where proximity marketing can help.
Nowadays, almost every human has a cellphone. In urban areas, most cellphone users keep their Wi-Fi or Bluetooth turned on for seamless, uninterrupted connectivity. Proximity marketing includes targeting these devices.
You can send targeted advertising messages and offers to people in proximity of your business via Bluetooth and Wi-Fi. The content sent to the mobile users is similar to a mobile application program but is a lot more user-friendly.
Which Businesses Should Employ Proximity Marketing?
Any business that has a physical presence and operates from a fixed location should implement proximity marketing. But some types of vendors should adopt proximity marketing strategies without any delay. These businesses include:
Local Retailers: Local retail stores can use proximity marketing to send product lists, coupons, offers, and store maps to attract more customers.
Hotels: Hotels can utilize proximity marketing to inform their guests about the availability of rooms. You can also send images of the food and rooms to attract more customers.
Supermarkets: Like local retailers, supermarkets can send targeted adverts and messages promoting various offers and products. They can also send package coupons and card-specific deals to entice customer interest.
Restaurants: Restaurants and cafes can send digital menus and best dishes to people nearby. They can send pictures of dishes, along with the best prices and discounts to attract customers.
Other Businesses: Besides, any local business can use proximity marketing to invite customers to visit them.
The Importance of Proximity Marketing for Small Businesses
As online retail exploded in the mid-2010s, everyone thought offline retail would be dead. But clearly, that isn’t the case. Brick-and-mortar stores are running strong.
In response, businesses need to focus on omnichannel advertising and selling.
While online selling has become comparatively easy, convincing people to come to your physical outlet is the real hurdle.
Proximity marketing helps you resolve this hurdle.
Here’s why proximity marketing is crucial for small local businesses.
1. Customers Are on Their Phones
Mobile phones have become an inseparable component of our lives. People are always on their phones – during traveling, walking, and even shopping.
Instead of social media and paid ads that are less likely to be seen, proximity marketing in the form of push notification alerts is more effective.
And this isn’t just a presumed fact. The average click-through rate (CTR) of proximity push notification alerts is as high as 80%.
For comparison, the average CTR of email marketing is 1-3%, and for Facebook ads, it’s less than 1%. So imagine the ROI you could achieve if you strategically deploy proximity marketing tactics.
2. Immediate Conversions
Proximity marketing is all about whispering in people’s ears, “Hey, come here.” People are more likely to walk into a store and make a purchase when they’re nearby.