Proximity marketing is changing the way many companies look for solutions to improve results. And here is a good reason to include it in your marketing actions: organizations that adopted this tactic had a 41% growth in sales.
Want to understand more about how this marketing strategy can impact results? Keep reading and learn about aspects of this methodology!
What is proximity marketing and what are its benefits?
Proximity marketing emerged with new technologies and the ease of interaction they provide. Through the use of geolocation, companies can reach customers who are nearby.
Upon getting close to this location, consumers receive a targeted message. This could be about a promotion or even an invitation to enter the store and check out a specific product.
POS sales still predominate. POS activations, such as offers, extra displays, and checkout presence, increase the market share of leading manufacturers by more than 25%, according to a report.
To manage sales performance and ensure good execution, it is necessary to understand the factors that influence purchasing decisions and, based on that, direct your point of sale strategies. The most relevant advantages provided by proximity marketing are:
- Increased conversion rate: without a doubt, it is a different way to attract customers, especially those who love technology;
- Consumer data collection: from customer information, it is possible to design more targeted and personalized campaigns;
- Brand positioning: customers tend to value companies that provide interaction and a better shopping experience. In addition, you get ahead of your competitors;
- Competitive differential: the use of geolocation to send offers is still timid, which can be a differentiator for companies that invest in proximity marketing.
Tips for putting proximity marketing into practice
Define and know your target audience
When you know who you are talking to, communication becomes easier, as does understanding consumer needs. Therefore, it is important to outline your target audience and understand their behavior to apply Relationship Marketing.
Establish content for outreach
Once the audience is established, it is necessary to evaluate which topics and communication channels arouse their interest. Innovation is a great way to engage consumers.
Choose the technology to be used
A wide variety of technologies are available to facilitate rapprochement with the consumer. Check out some options:
- Beacons (indoor GPS): work as a point that emits signals perceived by users’ devices;
- NFC and QR Code: both technologies (which are actually similar) allow the visitor to read a code with their smartphone containing an embedded message;
- GSM: consists of sending messages via SMS;
- Corporate TV: enables a more playful interaction with products and services while the user visits desired locations.
Finally, we can say that proximity marketing is still new and underexplored, which makes it a great alternative for innovation. Therefore, it is important to consider its role in a campaign and which consumer profile the communication is intended for.
Need more relevant information to improve your sales? Then, understand what storytelling is and how to use it to boost your business. See you next time!
