proximity marketing location-based services favendo

Proximity Marketing

Proximity marketing or also synonymous Bluetooth marketing is the provision of relevant content or commercial offers on the mobile phone depending on the position of the user. These location-based services work inside and outside buildings. With the help of continuous tracking via GPS or beacons, the app pushes relevant offers and information whenever the user is in the immediate vicinity of an offer of interest to him. The installation of beacons makes it independent of weak network coverage. What is relevant for the user is determined by filling out a profile and entering fields of interest. There are two types of messages:

  • Push Notifications: If the app user is within range of a beacon, he immediately receives a message on the screen of his smartphone. For example: Welcome messages, POI notes, discount offers, call-to-actions, etc.
  • InApp-Advertising: Also rule-based, this form of advertising is much more discreet and therefore more accepted than push messages. If the smartphone is near a beacon, the message is not displayed directly on the home screen, but in the advertising area within the app.
InApp-Push enables high-quality content such as detailed product information, descriptions of the POI, moving content etc. to be transmitted to the user instead of just short advertising messages. This possibility opens up undreamt-of possibilities, especially in connection with location functions, such as the use of the smartphone as a virtual and individualized guide in museums, exhibitions and leisure facilities such as parks, etc..

It is important that the content is relevant for the user. Many providers solve this problem with a “rule engine”. This filter ensures that the customer only receives offers tailored to his interests and profile. The providers take the knowledge about this from the user’s stored data. In retail, wastage is minimized and customer loyalty is increased. At the same time, acceptance of the offers is increasing. The user exchanges his data for service and personalized offers.


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