The blessing and curse of proximity marketing | Marketing Dive - 1 views
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Whether you are a fashion retailer or a chain drugstore, proximity marketing should be on your radar
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According to recent studies, including a report by Retail Touchpoints, nearly half of retailers in the U.S. la
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unched proximity marketing programs going into 2016, and the number has only skyrocketed this year.
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Department stores such as Macy’s, Nordstrom and Neiman Marcus, as well as major fashion retailers such as Urban Outfitters and American Eagle, are already using beacons to target consumers based on their physical location
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t a basic level, beacons emit radio signals to connect with nearby consumers’ mobile devices, working in conjunction with a retailer-specific app in order to push certain notifications to consumers when they are in proximity to the beacon — for example, a special offer for a product in the aisle in which they are browsing.
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From marketers’ perspective, navigating these requirements poses a unique dilemma: how can they create content compelling enough to convince the consumer to stay committed through the opt-in process to share their data?
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These reports and guidelines highlight the need for consumers to be informed of any data or tracking that they may not expect — for example, interaction with a broad-spectrum beacon that reaches beyond the confines of an affirmatively-downloaded retailer app.
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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.