Proximity Marketing

Whether you are fully aware of it or not, you are most likely a part of proximity marketing. Think about whenever you click ‘allow location’ to be used when you download a new app. It’s likely it’s for a store such as a eatery or retail. Based on knowing your location, that app can offer you deals when you’re close by or help you order food. I know that I use proximity marketing all the time, sometimes without even being aware that I am. Every time I google map something, my phone knows exactly how close I am and can direct me accordingly.

If you think about proximity marketing too much, it can get a little scary. However, I find it to be more helpful than not. I love that I don’t have to enter my location or address every time I want to find the nearest Chick-fil-A on Google. Besides getting rid of minor hassles such as that, proximity marketing has other benefits. Proximity marketing is done in real time. Therefore, a company can attract a nearby consumer immediately thanks to knowing their location. Because of the real time, it’s also easier to measure campaigns.In “ 8 Reasons Why Proximity Marketing Will Matter for Retailers in 2011,” Alex Romanov states “The results of proximity marketing can be immediately measured — how many customers came to the retailer as a result of the campaign — and thus provide immediate insights as to what works and what reaps the greatest rewards.” This is a huge attraction for companies because of how easy measuring campaigns becomes.

Proximity marketing can also be seen as a form of word-of-mouth advertising. Every time someone checks in at a place on Facebook, Twitter, Instagram, or any other form of social media, their followers will see it and most likely think positively of it because their friends are there. Some places offer discounts for Facebook check-ins. Bento, a local restaurant in Gainesville, offers a 10% discount any time you check-in on Facebook. Needless to say, it’s often I see Bento check-ins on my newsfeeds. As discussed in the lecture, apps like FourSquare and U Connection allow smaller, local businesses to market against the corporate giants. With discount codes on such apps, the local places just might have a leg up.

As technology continues to become more sophisticated, marketing must expand with it. Wearables are a blend of technology and marketing that some people may love or may dislike. I think that wearables are somewhat similar to mobile devices,  but more high tech. You always have your phone on you, just like you would be wearing these devices. In my opinion, they seem very futuristic. However, these devices may be closer than we think. Google, Apple, Android, and other tech giants are well on their way to getting wearables in mass production, which will likely revolutionize marketing as we know it. In “4 Ways Wearable Tech Could Change Your Marketing Strategy,” Hilary Smith states, “Marketing guesswork will be virtually eliminated as consumers will view location-specific content at the exact moment it was intended – and with the introduction of wearables, content viewership will be as effortless as checking the time.”

After realizing that the topic for this week is proximity marketing, I immediately thought of Chick-fil-a’s new app. I am an avid user of it. It uses a your location to find the nearest Chick-fil-a or you can order your meal mobilely. When you go to pick it up, you can only do it when your phone registers you are at the present Chick-fil-a. When you first download the app, you are immediately given a free sandwich coupon. As you use the app more and more, you eventually earn other coupons such as a free french fries or free deluxe sandwich. Needless to say, I have received many of these coupons. Chick-fil-a is not the first fast food place to use such technology, but they do a very good job with the technology. It’s easy to use and rewarding, providing the customers with exactly what they want.

Because Book of The Month is a monthly subscription service, it would be difficult to apply proximity marketing to its campaigns. I think it would only be applicable if the company partnered with book stores and had features in such locations. Another option would be to run special deals with other companies besides book stores, such as local restaurants in major cities. There are many uses for proximity marketing, but national subscription services can’t use it as easily.


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