"Proximity marketing is the localized wireless distribution of advertising content associated with a particular place. Transmissions can be received by individuals in that location who wish to receive them and have the necessary equipment to do so."
Proximity Marketing / Location-Based targeting is largely used for different kinds of businesses to drive conversions, enhance engagement and so on.
Gone are the days when retailers could only rely on print, TV, and radio advertisements to drive customers into their stores. Now, shoppers expect more tailored messaging, with personalization that makes sense. Not only can beacon technology provide that, it can trigger the ad based on a customer’s proximity to the store. This helps troubleshoot some of the physical limitations of brick-and-mortar stores. Now, shoppers can be marketed to at the right time and in the right place.