Leveraging Proximity

Featured image from http://www.Ubudu.com

The micro-location environment stage is set, hardware is placed, and consumers are entering the scene.

How do marketers leverage these direct communication opportunities?

Offer marketing that’s personal.


Image from Alex Senn’s LinkedIn article https://www.linkedin.com/pulse/10-retailers-using-beacons-right-how-can-do-better-alex-senn

Offer marketing that delights, engages, and entertains.


Offer marketing that offers relevant value.

screen1136x1136 nn

Call customer to action and refine what works.


Infographic created by choice loans on http://www.marketingtechblog.com

Proximity Marketing — Memberships’ Privilege is Hyper-Relevant Content

Featured image from Dave Rozek http://www.slideshare.net/davidrozek/mobile-app-messaging-proximity-marketing-by-dave-rozek-08182014

Proximity marketing is the content delivery application.

Micro-locations are the environments where the application lives.

beacon-technology-overview-7-638Inforgraphic from Donnovan Andrews http://www.slideshare.net/donnovanandrews/beacon-technology-overview

“Beacon” is a word that suggests promise, guidance, satisfaction, and opportunity. In the technical application as part of  IoT (Internet of Things), beacons can provide a delivery system for hyper-relevant messages broadcast to an audience captivated by their smart phones.

Marketers can maximize their environment investments through regular application of relevant content that excites, educates, engages, and entertains their consumer.

Writing for beaconstac.com, Shubhi Mittal highlights effective proximity marketing in retail micro-environments. 


Beyond the retail, educational and safety opportunities abound with the application of proximity marketing notifications in micro-environment settings.

Mesh all-wireless-campus


From author Neha Malliks piece  http://blog.beaconstac.com/2014/07/how-airlines-can-use-beacons-to-enhance-traveller-experience/

Museums will soon exchange the push button prompts for proximity marketing messages increasing engagement and offering user metrics that can offer opportunities to grow usership and relevance.

What is your favorite non-commercial application of proximity marketing?

Smart Phone Connectivity; This Era’s Hamburger

Featured image from Today.com

The high-school psychology lesson about the hamburger as an American benchmark of security and independence has stuck with me. Whenever I see someone hunker down into an amazing-looking burger, I appreciate why they appear so satisfied. Yes, the hamburger is probably delicious, but I know the act of holding that meal-in-a-hand is as empowering as hopping in a vehicle and depressing the accelerator.


Image from http://www.zazzle.fr

Our smart phones elicit those same sensations. Only, our smartphones appear in our hands for a much longer duration than the time it takes to eat a juicy, self-affirming burger.

See the 2002 publication, The Naked Consumer Today: Or an Overview of why Consumers Really Buy Things …By Jan Callebaut, Hendrik Hendrickx, Madeleine Janssens for a breakdown of how consumers meet visceral needs with the things they buy and consume.

Smart phones may not only provide the physical replacement (through IoT, the internet of things) of something self-affirming and satisfying to hold (the hamburger), they also may provide the pleasure center stimulation through their digital impulses and our intellectual interaction with those digital cues.

Remember that Star Trek Next Generation episode “The Game” (circa 1991)? The entire crew–except Ensign Crusher–become hypnotized and brain washed by an addictive gaming device that sent impulses to their individual pleasure centers through the visual cortex.


Proximity marketing done well requires engaging, highly-relevant content while consumer is in environment. But can we become too engaging?

Consumers understand why they reach for their smart phone; it’s a tool. But are smart phone users authorizing their own transportation away from the real world they must navigate? Will a natural balance or a “reset” back to “real” occur whereupon users shift away from burgeoning smart-phone addiction?

Successfully cultivated business to consumer relationships with longevity may require a pivot back to keeping it real.

How do marketers grow relationships that authentically support the customer and their products beyond the smart phone?

And can mobile-exclusive business to consumer relationship have sustaining value?

Taking principles beyond traditional marketing will require a dovetailed approach to strategy matrices that refine traditional marketing tactics with embedment of effective mobile tools.

The consciousness and conscientiousness of approach can keep consumer bases firmly planted and perceiving value in the physical while they hit satisfaction levels through virtual environments in moderation.


Image from retailbusinessconsultant.wordpress.com



And these interesting tidbits:





So Close, Yet So Far Away — Proximity Marketing

Featured image from makeandbuild.com

Proximity marketing in micro-environments. How can something that sounds so cutting-edge and sexy, be such a regular disappointment to the smart-phone consumer?

The missing piece in micro-environments where proximity marketing falls short of consumer and business expectations?

Willingness to consistently provide, create, and regulate relevant content.