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.
Distribution may be via a traditional localized broadcast, or more commonly is specifically targeted to devices known to be in a particular area.
The location of a device may be determined by:
- A cellular phone being in a particular cell
- A Bluetooth or WiFi device being within range of a transmitter.
- An Internet enabled device with GPS enabling it to request localized content from Internet servers.
- A NFC enabled phone can read a RFID chip on a product or media and launch localized content from internet servers.
Communications may be further targeted to specific groups within a given location, for example content in tourist hot spots may only be distributed to devices registered outside the local area.
Communications may be both time and place specific, e.g. content at a conference venue may depend on the event in progress.
Uses of proximity marketing include distribution of media at concerts, information (weblinks on local facilities), gaming and social applications, and advertising.
Read more about Proximity Marketing: Bluetooth-based Systems, NFC-based Systems, GSM-based Systems, See Also
Famous quotes containing the word proximity:
“Our senses perceive no extreme. Too much sound deafens us; too much light dazzles us; too great distance or proximity hinders our view. Too great length and too great brevity of discourse tends to obscurity; too much truth is paralyzing.... In short, extremes are for us as though they were not, and we are not within their notice. They escape us, or we them.”
—Blaise Pascal (1623–1662)