The blessing and curse of proximity marketing | Marketing Dive - 1 views
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Over the last few years, retailers have increasingly seen consumers migrate away from brick-and-mortar retail stores in favor of convenient digital outlets.
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Proximity marketing is a way to appeal to these fundamental consumer desires without sacrificing a focus on the in-store experience.
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The Federal Trade Commission (FTC) has brought several enforcement actions against both online and offline companies for failing to comply with their posted privacy policies, failing to adequately safeguard data, failing to honor consumer opt-out promises and for a general lack of transparency.
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This article helped me gain a better undestanding of proximity marketing and beacons. Beacons emit radio signals to connect with nearby consumers' mobile devices. This article discusses some of the pros and cons to proximity marketing in order to best engage consumers. Proximity marketing is a fairly new concept that is beginning to skyrocket.
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Modern society is an era of big data. There are indeed many benefits to using proximity marketing. But pay attention to avoid excessive spam, so as not to cause customer dislike.
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This article talks about the benefits of proximity marketing and why it is the new wave in which companies should get engaged and begin finding ways to utilize this kind of marketing amongst their consumers. The collected data is priceless information for a company to gather about its ideal customers and how to engage them. However, the downsides the article brings up are the legalities around opt-in and the opportunity to allow consumers to opt-out with ease, and the pressures to get the marketing continuously. That is a compliance issue that companies should stay clear and consider. Also, it the importance to build security features to care for this data and information being shared online.