June 2016

What About Proximity Marketing?


Particular marketing field based on user location, proximity marketing is a type of mobile marketing which works thanks to the proximity between people and interest points to send targeted context-aware content directly on users’ devices.

What is it?

Thanks to proximity marketing you can send targeted messages to users at the right time in the right place filling the gap between digital and physical world. Proximity marketing can make objects and places talk with smartphones. It is a big opportunity for users, clients, businesses; almost everyone can take advantages from proximity marketing: retail, malls, museums, exhibitions and events.

Proximity marketing has a double strength:

  • users can live an enriched experience thanks to multimedia content, they can receive information and special offers and can be introduced in new interactive experiences;
  • content creator can engage the right users e, for retail, can drive people inside the store.

New marketing based on proximity can enter users’ daily habits and lives, it can be strategic for business development and it can be content marketing strong partner to create engagement with users.


How To Do Proximity Marketing

Here you can find the major tools to trigger proximity marketing campaigns with their features.


Beacon is the most used hardware in proximity marketing. It is a transmitter based on BLE (Bluetooth Low Energy) which sends to mobile devices (smartphones, tablets) signals which, when reached, are converted in notifications. Beacons allow consumers to receive advantageous information on products which otherwise got lost, for example at malls, during exhibitions or events, in crowded areas as airports or museums. There are two types of beacons, introduced by Apple in 2013 (iBeacon) and Google in 2015 (Eddystone).


NearIT proximity marketing
NearIT proximity marketing solution


GPS (Global Positioning System) is the most spread localisation system on smartphone. It is a network of orbiting satellites that send precise details of their position in space back to earth. It is a very spread technology to send outdoor messages and it cannot be used for indoor communication.


Wifi, access to online network, allows businesses to gain advantages thanks to location-based services. With wifi, you can count the number of visitors, the time they spend inside the shop and the frequency of the visit to evaluate shop popularity, favourite objects and commercial trends.



RFID (radio frequency identification) is a technology that incorporates the use of electromagnetic or electrostatic coupling in the radio frequency (RF) portion of the electromagnetic spectrum to uniquely identify an object, animal, or person. RFID is coming into increasing use in industry as an alternative to the bar code.


NFC (Near Feald Communication) is an extension of RFID which allows smartphone to communicate with NFC tags with only at a real closed distance, less than 4 centimeters.

QR code

QR CODE (Quick Response Code) does not allow a real proximity feature and it does not allow reach interactions. It allows only a simple translation of a visual graphic URL code in a web based link.


Who Takes Advantage From Proximity Marketing?

All businesses which work with physical world take advantage from proximity marketing. In particular, there are some fields in which proximity marketing is more useful.

All Proximity Marketing Advantages for Retail

In the field of retail, you can see all proximity marketing advantages. Proximity marketing improves the experience inside and near a store thanks to:

  • instant promotion and loyalty campaigns (fidelity cards);
  • malls and markets maps;
  • useful content (product information and comparison);
  • interactions (share, rating, review);
  • shopping advice.

With proximity marketing, retail can collect useful data on the time people spend in a specific store’s department which, if related to selling data can be a moneymaker for retailers to manager in-store marketing.

All Proximity Marketing Advantages for Museum

To improve visit experience inside a museum, thanks to proximity marketing, you can send to mobile devices:

  • additional multimedia information;
  • targeted information;
  • gamification to encourage people discovering culture.

All Proximity Marketing Advantages for Events, Conference, Exhibitions and Concerts

You can use proximity marketing during events to involve users during conference, exhibitions and concerts and to show relevant content. You can:

  • talk and interact with the speakers and the other visitors;
  • download additional information and content, slideshow in real time;
  • gain information on program and other exhibitors.

All Proximity Marketing Advantages for Restaurants and Bars

Thanks to Proximity Marketing, you can:

  • create ad hoc campaigns to create loyalty with customers;
  • realize interactive menus;
  • involve users in real time;
  • share opinions and reviews.

All Proximity Marketing Advantages for Public Places: Stadium, Airports, Hospital, Parks

You can use Proximity Marketing features to send important information to users in airports, stadium, hospitals and parks to help visitors to discover places and to live an involving and personalized experience. You can:

  • provide useful information, related also to waiting time;
  • create interactive and personalizable maps;
  • entertain and involve people using gamification.

All Proximity Marketing Advantages for Large-scale Retail Trade

To help clients in Large-scale Retail Trade taking quickly and easily purchase decisions, with proximity marketing, you can:

  • provide offers and information (instructions and details) according to the different commodity-related fields and people who visit them;
  • provide reviews and advice to customers.

All Proximity Marketing Advantages for Tourism and Local Promotion

To help people living an exciting experience during their visits with:

  • interactive guides;
  • local promotion on the territory.

All Proximity Marketing Advantages for Public Administration and Public Offices

You can use proximity marketing in public administration and in offices providing services for local communities to simplify bureaucracy:

  • providing useful information and documents;
  • entertaining users during waiting times.

All Proximity Marketing Advantages for Public Transports

To encourage city commute and transport:

  • providing useful information on timetable and itinerary;
  • entertaining people during waiting times;
  • sending targeted offers.

This is only a short list of fields in which proximity marketing can be used!

So, let your imagination run wild. Use proximity marketing for your business and and try thinking about other proximity marketing use to engage your audience.

Do you want to know what NearIT can do for you?


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