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:
“The triumphs of peace have been in some proximity to war. Whilst the hand was still familiar with the sword-hilt, whilst the habits of the camp were still visible in the port and complexion of the gentleman, his intellectual power culminated; the compression and tension of these stern conditions is a training for the finest and softest arts, and can rarely be compensated in tranquil times, except by some analogous vigor drawn from occupations as hardy as war.”
—Ralph Waldo Emerson (1803–1882)