Proximity marketing refers to tools that are in need to find the nearness of the customer to a specific location.
Also, designing customized advertisements to make the customer buy that product shortly.
Likewise, another term for defining this is hyperlocal marketing.
This is because of its active approach to target the audience lying in a tiny, local area.
WHAT’S IN IT
How Does Proximity Marketing Works?
As per definition, its base is the customer’s location. So, there is the usage of mobile phones for tapping the customer. In this case, the technologies in use for this are GPS technology. For further help, companies also make use of WIFI and Bluetooth technology.
Which Area From The Part of Local Area or Location?
The companies can make use of any small area ranging from a neighbourhood to a store.
Moreover, we can also see a block of a city or a section of the store to be a location.
Users of Hyper Local Market
Retail stores use hyperlocal marketing to a large extent.
Further, They offer exclusive discount coupons to any customer.
Moreover, not all are measures of hyperlocal marketing.
- REAL ESTATE:
In real estate, the hyperlocal marketing advertisements target the people. Here, People who need to buy new homes, new offices, or modern rental accommodations, get benefits through this marketing.
Further, there are many examples of this that we can find around our daily lives.
- CHARITABLE ORGANIZATION:
The charitable organizations are the most significant users of hyperlocal marketing technique.
So, They use it to collect funds for their charitable events in specific locations.
Similarly, restaurants are the most active users of hyperlocal marketing techniques. Generally, They do so by showing advertisement coupons and tokens.
Moreover, also let people come to their restaurant. Thereby, they also use some other discount coupons and special vouchers. Finally, this makes the customers visit them next time.
- TRAVEL INDUSTRY:
In this, the hyperlocal marketing technique relates to deals.
These deals range from a specific location or hotel deals for engaging people in travel.
HyperLocal Marketing Device
- WIFI HYPERLOCAL MARKETING:
The customer of today wants nothing more than free WiFi. So, any small shop in any big store can have the most customers. However, This would be through providing customers with free WiFi.
At the time, when any consumer enters the store due to free WiFi, the store can start its promotion. Besides, another way to device hyperlocal marketing here’s to collect email id.
Email id of first 20 or 30 customers in exchange for free WiFi. Therefore, the companies can also reach out to their customers by their email-ids.
- GPS- BASED HYPERLOCAL MARKETING:
In this marketing, there is the use of location-based marketing. For a particular type of product, the companies discover the target audience. Further, Audiences are lying within a small local area.
For example, with the start of the rainy season, the sale of umbrellas and raincoats boosts.
- BLUETOOTH HYPERLOCAL MARKETING:
The other name for this is beacon marketing. Here, battery-operated beacons come to use for small locations.
Whereas, for delivering the short-range signals, there is the usage of Bluetooth. Generally, When any customer enters the store and has the app. Then he/she will find relevant promotional advertisements.
- RFID/NFC HYPERLOCAL MARKETING:
RFID stands for radio-frequency identification, and NFC means near field communication. This includes the usage of a small transmitter in the product for sale. Therefore, there is no need for any WiFi for this.
Who Can be Targeted Using Hyper-Local Market
1 Anyone within the store or mall or near a retail store and possesses a smartphone can be the target. Therefore, as soon as the customers enter the target location. There is the disclosure of offers to them. Thereby, some of the customers are sure to enter your premises.
2 The next set of people for the target area in hyperlocal marketing is mobile phone users. As that forms the base of this type of marketing. Likewise, Almost every individual is carrying a phone in his/her hands today.
Benefits of Proximity Marketing
- COMPETITIVE EDGE:
One of the benefits of proximity marketing is to have an upper edge over its competitors. If the competitors are not practising this type of marketing or are not very active with it. Hence, there are more chances of having a higher number of visitors.
- MORE PERSONALISED EXPERIENCE:
It is the key to proximity marketing strategy. Therefore, The retail stores that engage in proximity marketing do conversations with the customers. Not only this, but there is also an option of pop-out messages. In this case, the staff gets an alert when a regular customer visits. This is beneficial because the customer gets a better-personalized experience.
- COMFORTABLE GEOTARGETING:
That is where the essence of proximity marketing lies. There is a need to capture the customers within the targeted geography. Moreover, the advent of beacons makes it even more straightforward to do the same.
- BETTER APP RETENTION:
A well-developed app with well-placed analytics can help to fetch more customers. Moreover, This is because of the campaigns that are through proximity marketing strategies that induce customers. This induces the customers to click on the app again and again and keep it.
- IMMEDIATE CONVERSATIONS WITH CUSTOMERS AND POTENTIAL CUSTOMERS:
Retail owners have extra opportunities to communicate with their customers. These customers are almost on the verge of buying and entering the shop. Though, This can happen only by adopting a perfect timing. And further also, instigating the customer to buy with a simple push notification. Further, This can be a promotional voucher or discount coupon.
Career Option With Hyperlocal Market
There are many proximity marketing career options that hyperlocal marketing can provide.
Some of the proximity marketing career given below:
1 SENIOR MARKETING MANAGER:
This includes working on the creative hyperlocal marketing campaign. Further, His/her key skills help him to gain consensus from all the areas of this organization.
For this kind of position, a least bachelor’s degree in marketing or communication is in need. Apart from this, some other positions may need a master’s degree too.
No fresher can be given over such a crucial and critical work profile. Thus, it calls for a very well-experienced and conditioned individual.
2 MARKET RESEARCH ANALYST:
These people are responsible for doing research and reporting data about customers. Moreover, They are experts in distinguishing between useful and unsuitable data.
Basically, Research analysts need a bachelor’s degree in statistics or business.
Again, for this type of post also, specific prior work experience of 1 to 3 years.
3 INTERACTIVE MARKETING DESIGNER:
This is the primary job in this field of marketing. Therefore, they inform appropriate and brief as well as catchy messages for the customers.
Meanwhile, These posts need people with human-computer interaction or any design-related field.
So, A candidate with previous experience of at least 1 year is in consideration for this field.
Cost of Proximity Marketing
The cost of hyperlocal marketing, like every other, is dependent on not one but many factors. These factors are:
- Availability of app
- Willingness to retarget the customers
- Whether the organization wants to collect data about its customers
All in all, So, hyperlocal marketing is here to stay. It has an importance on the success of retail stores if they succeed in deploying completely, and As mentioned in the definition, it is based on the customer’s location. Thereby, the site of the customer is identified with the help of their mobile phones.