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Geo-targeting is a step above geo-fencing and like that of Proximity marketing is a digital marketing technique meant to geographically target consumers within a set of parameters. The purpose of this is that while digital marketing has been around, is being used and the future of it is quite relevant it requires companies to adapt using various methods of marketing to reach the consumer. And geography is an area that is highly required. And unlike geo-fencing, geo-targeting is more generalized in the locale. It is asserted that companies need to have a better understanding of their guests at a basic level than before. "Hotels can no longer take a blanketed approach---understanding where a guest is coming from and the impact of a hotel's digital footprint" is just as important. A reason hotels might want to use geo-targeting is that direct business captures "95% more revenue than that of indirect channels". Interested enough many guests book last minute and that accounts for 72% off mobile bookings. Geo-targeting relies on revenue to determine its success. One issue noted is the use of VPNs can create miss-targeting when users are receiving messages from a location they are not in. Several things to note are prioritizing a focus on existing and prior guests because they cost less than advertising to new guests. Secondly, using CRM can create personalization through guest profiles and add an extra special factor to their experience. One example shown was Denny's and it showed an increase in visits. Geo-targeting is a marketing strategy that can help companies stay relevant.

This take on proximity marketing is interesting in that it requires a little more thought in implementation because you aren't just narrowing it down to a specific locale, you are creating a wider net to catch people in. That means you have to have a broader understanding of who you are catching which would be multiple targets that may not be alike, but have similar needs. They used the pandemic as an example of how it benefited them to use geo-location, While not marketing to a whole section of the US they targeted a more localized net ( a state away) but not too narrow as to leave out a specific target. It showed some success in that they were able to save money and help bring brand awareness to a different type of consumer. They not only target those locally but "neighbors" and I know that I as a new guest appreciate seeing local people utilizing a product or service and come back for more because it gives me an idea that the product or service or both is appealing to guests. This also helps hinge on the word of mouth of the customer. That is an additional positive aspect of this type of marketing. Seeking local rather than national or global customer-created brand devotion.

Location-based marketing allows organizations to target customers at a personal level with online or offline messaging based on their physical location. LBM use a smartphone's GPS technology to track a person's location. Geo-fencing marketing uses real time geo-location data to target users within a geographic area and deliver content based on where they are or what locations they've previously visited.

This article serves to showcase how beacons can serve as effective tools for hotels. The beacons deploy micro-location capabilities that allow for targeted personalized messaging. Utilizing Bluetooth Low Energy and a property's geo-fencing, beacons can transform the check-in and out processes, room and indoor navigation, keyless room entry and in-room controls, room service, loyalty offers, upgrades and analytics. The beacon technology can also used with staff to maximize productivity and evaluate where resources are able to be saved.

In hotels, the iBeacon can send notifications to guests' mobile devices when they are in close proximity of a beacon. Not only can this streamline the guest experience, but it also gives the company chances to increase revenue.

This article talks about how Proximity Marketing Soars Local Businesses, what kind of technologies are been used in Proximity Marketing, Advantages of Proximity marketing for Retail and Local Businesses.