How Your Brand Can Leverage Proximity Marketing

It's possible to transmit proximity marketing messages and receive consumer responses without collecting identifiers such as names and phone numbers. A well-designed Bluetooth-based proximity marketing device uses only hardware information associated with the mobile phone that's contacted.

Despite the safeguards, retailers can still develop incredibly valuable insights from a proximity marketing campaign that's designed around consumer privacy. Such a campaign facilitates the collection of audience interests and identification of trends on a broad scale. It also enables retailers to create highly specific messaging based on defined proximities within a larger location. For example, a supermarket could transmit offers on dairy products only when shoppers enter the dairy section of the store, thus taking advantage of the fact that consumers are far more likely to respond to offers when in close proximity to the item.