Proximity marketing

Proximity marketing is the localized wireless distribution of advertising with a particular place. Transmissions can be received by persons in the location of the person who wishes to receive them.

Distribution may be via a traditional localized broadcast , or more commonly known in a particular area.

The location of a device may be determined by:

  • A cellular phone being in a particular cell
  • A Bluetooth or WiFi device being within range of a transmitter.
  • An Internet enabled device with GPS enabling it to request localized content from Internet servers.
  • A NFC enabled a RFID chip on a product or media and launch localized content from internet servers.

May be more specific to specific groups within a given location.

Communications may be both time and place specific, eg.

Uses of proximity marketing include distribution of media at concerts, information (weblinks on local facilities), gaming and social applications, and advertising.

Bluetooth-based systems

Bluetooth , a short-range wireless system supported by many mobile devices, is a medium transmission used for proximity marketing. The process of Bluetooth based proximity marketing involves setting up Bluetooth “broadcasting” equipment. Other standard data exchange formats Such as vCard can be used aussi. This form of proximity marketing is also referred to as close range marketing .

It is used to save battery life, many users keep their Bluetooth devices in OFF mode, or it is not to be discovered. Because of this, often regions where bluetooth proximity marketing is facilitated through traditional media – such as posters, television screenings or field marketing teams – is often referred to as “Call-to-Action.” A ‘discoverable’ Bluetooth device within the range of the server is automatically sent a message asking if the user would like to receive the free content.

Current mobile phones usually-have Bluetooth switched ON by default, [1] and Some users leave Bluetooth switched on for easy connection with car kits and headsets.

In the past some implementations of Java, you need JavaScript enabled to view it. This has the advantage that only those who will be pleased to receive. Others require no handset-side software.

The diversity of mobile phones is huge. Screen sizes and supported file formats To obtain the optimal user experience with Bluetooth Marketing, the Bluetooth system must be able to automatically recognize and deliver the correct content automatically.

Nowadays after the smartphone boom in 2009, this bluetooth technology is not used at all, because current operative systems (android, ios) do not allow to receive that kind of messages via bluetooth, unless the user decides to configure and permit this communication .

Wifi-based systems

There are systems able of Detecting some signals Periodically Emitted By Any electronic devices equipped with Wi-Fi or Bluetooth technology, and the subsequent use of Gathered information to detect the position or presence of, and / or flow of information to and from, Said devices, in a statistical or aggregate form.

This technology is used in other languages, such as Radio-frequency Identification (RFID), which serves for locating devices within a controlled environment; it is called wireless tags and receiving antennas, in different locations, so that the movements and presence of WiFi-enabled devices can be analyzed of movement, general flows, etc.

Increasingly useful for smartphones and tablets has fueled a boom in WiFi tracking technology, especially in the retail environment. Such technology can be used by managers of a given business environment, and to observe or optimize business marketing and management.

Technically, such technology is based on two main models:

1. Re-use of standard Access Point (AP) technologies with a Captive Portal , already deployed in numerous locations (airports, malls, shops, etc.). An example of this model is the Cisco [1] technology.

2. The use of antennas for the detection of signals in the 2.4 or 5 GHz frequency bands, positioning the detected devices within the relevant areas, in order to obtain a unique identifier, and with the corresponding HTML5, iOS and Android SDKs integrated in any APP or Web, allowing interaction by proximity with the users through the mobile devices. An example of this model is the Seeketing [2] technology.

The first option manifests the ability to detect and send messages to the public, because AP devices have been created for purposes other than wireless access and operated by those devices that have been previously connected to the AP in question. In practice, and depending on the environment, as many as 10-20% of visitors to the captive portal

The second option is to be analyzed using Bluetooth and WiFi technology, with a higher detection ratio of total visitors (about 60% -70%) and time a device is detected. Such identifiers are not related to any data present on the device, nor to any information of the device manufacturer, so Unlike in the above case, visitor security (in the sense of anonymity) is total.

Thanks to Seeketing SDKs for iOS, Android, and HTML5 APIs for Web pages, this model of technology allows retailers, or managers of any physical location, to send push notification to smartphones with an APP installed, or to send SMS / WhatsAPP / Email messages to those users who have been registered in a captive portal, even if they are not using the APs.

Assignment of the same identity, APP and Webs APIs remains a challenge, and allows both online and offline information to be used in a non-intrusive way.

NFC-based systems

Near Field Communication (NFC) tags are embedded in the NFC Smart Poster, Smart Product or Smart Book. The tag has a RFID chip with an embedded command. The command can be opened on the mobile browser on a given page or offer. Any NFC-enabled phone can activate this tag. The information is available at local restaurants.

The German drugstore chain, Budnikowsky, launched the first NFC-enabled Smart Posted in October 2011 in November 2011, Atria Books / Simon & Schuster launched the Impulse Economy , the first NFC-enabled Smart Book.

In the UK NFC is being adopted by most of the outdoor poster contractors. Clear Channel has installed over 25,000 Adshel posters with NFC tags (and QR codes for Apple phones).

Retailers are also looking at NFC as it offers an effective cost method that can be used with IT systems – which is a barrier to many new technologies like BLE. A number of retailers have already started using NFC to enhance the shopping experience, Casino in France and Vic in Holland.

Proximity Marketing Strategy using NFC Technology has been widely adopted in Japan and uses ‘pull’ rather than ‘pushing’ marketing allowing the consumer the choice of where and when they receive marketing messages.

There are a number NFC-enabled phones entering the market by NFC mobile wallet trials globally. NFC wallets include the Google Wallet and ISIS (mobile payment system) . While mobile payment is the driver for NFC, proximity marketing is an immediate beneficiary in-market.

Apple did not include this technology in their initial smartphone models. Apple added NFC to the iPhone 6 and iPhone 6 Plus .

GSM-based systems

Proximity Marketing via SMS linked to GSM 03.41 which defines the Short Message Service – Cell Broadcast. SMS-CB allows messages (such as advertising or public information) to be broadcast to all mobile users in a specified geographical area. In the Philippines, GSM-based proximity networks are used by the Government of the Philippines ( Philippines)has the world’s highest traffic of SMS). It is also used for Proxima SMS. Bluewater, a super-regional shopping center in the UK, has a GSM based system for mobile phone coverage. how long. The system offers special offers to the phone.

See also

  • Mobile Marketing
  • narrowcasting
  • Bluetooth
  • sideloading
  • Low-power broadcasting
  • Location-based media
  • Location-based service
  • Rental-marketing
  • Hypertag
  • spam (electronic)

External Reference

  • Red Bull proximity marketing campaign distributes mobile coupons via Bluetooth
  • How Marketing Proximity SHOULD Work – MMA Case Studies
  • What is microfencing? Get the scoop on proximity marketing


  1. Jump up^ Apple Keeps Turning Bluetooth On When You Update Your iPhone