How Your Brand Can Leverage Proximity Marketing

However, it's important that retailers make sure their proximity marketing strategy respects consumer privacy. Consumers today are increasingly tech savvy, and they're hyperaware of how businesses track and use consumer data. This is especially true of marketing campaigns involving IP data tracking, where businesses can compile databases containing highly private and sensitive consumer information. Consumers are rightly wary of those practices, particularly in light of high-profile controversies in which consumer data was compromised or used in an unscrupulous manner.