Category: Location based technology

The Current State of Location Based Services [Infographic]

In a desperate attempt to look for the next big thing in customer engagement, many businesses tend to overlook a critical capability offered by the most ubiquitous tool – the location tracking capability of the mobile devices. Thanks to customers’ obsession with smartphones, physical businesses can now get telling insights into customer behavior and preferences based on their real-time location and use Location Based Services (LBS) to engage and provide personalized experiences.

Location data is the missing part of the ‘customer analytics’ puzzle as it can reveal previously unseen patterns and improve business decisions. Physical brick and mortar businesses across industries can use location intelligence to understand and engage potential customers, fulfilling the true promise of location-based technologies – to turn every visitor into a happy customer.

The following infographic will introduce LBS technology and the endless possibilities it offers.


Our SaaS tool Proximity MX reimagines location-based services by combining the power of Location Intelligence, Actionable Insights, and Mobile Engagement.

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Mobile Marketing – Making A Splash For Small Businesses

Mobile Marketing is a method of establishing communication with the targeted consumer through mobile device. Medium of communication used is simple marketing text, encouraging the consumer to visit their mobile website or motivating them to participate in an audience based campaign. Few of the tools of the business and some of the concepts used in mobile marketing are MMS, USSD, Bluetooth, infrared, wireless social media, mobile internet, and mobile applications.

Mobile Marketing not only enables people to connect to internet through their cell phones, but also strengthen various communication medium in easy and efficient channels. It is cheaper than traditional marketing resources for both marketer and consumer. It is simple for any of the age group to understand the advertisement spread through mobile marketing.

In the United States of America, mobile marketing technology was not used widely until few years back. In June 2008, cell signs reported that every month approximately seventy-five billion of mobile marketing texts were sent. A number of mobile users is double of active email users in the country. These mobile marketing texts were read within fifteen minutes and the response comes within an hour compared to email in which for a response it may take months.

In thirty countries ratio of population to number of mobile device is 1:1. Eighty percent of population in United States are active mobile user. Sixty percent of earth’s population which is about four billions are using mobile on a regular basis. China itself has more than four hundred million subscribers. These facts proves that mobile marketing has a wide scope in world of marketing and it is a only medium which provides easy path for the companies to market their product directly to the customer. Coverage of mobile network connections is continuously increasing and with that number of subscribers is also increasing. Ninety percent of these connections are prepaid.

Mobile SMS Marketing is an exciting method in the world of proximity marketing. It provides meaningful method to reach the targeted audience at the right time with the best offer in form of SMS. The effectiveness of SMS marketing can be determined by the fact that majority of people can’t live without SMS. We keep sending text at every minute. It proves the ability to achieve instant access to the targeted customer anywhere and anytime. SMS marketing is a new communication medium to increase the response rate in a marketing campaign. It also means that customers can be easily engaged.

There are several interesting methods of SMS marketing to boost your business. The first one is to distribute vouchers or coupons through SMS. This can increase the sale rate of a business. It also attracts lot of customers to open sale. These SMS coupons can be easily redeemed at any outlet of a specific business.

Alerts, updates and reminders about appointments are an excellent method for service providers and attract customers to increase sales. For example a car repairing company is sending a SMS to its client reminding about servicing of their car. Even several banks and cellular network providers are using this technique to provide several easy features to their customers.

A very interesting and fruitful idea is inviting bid for auction of particular product through SMS. Companies invite bid on product such as electronic items, washing machine, television, mobile phone or car. The winner of auction is the person with the lowest and unique bid. Through this kind of SMS marketing, companies can attract attention of customers to a specific product.

There are few interesting methods for mobile marketing. One such method is marketing through Bluetooth proximity. Bluetooth has a limited reach among audience. Mobile user can send ads, images, business card and it also contact people through audio without need of their mobile number. This kind of mobile marketing is used in trade shows, activities and events in which customer’s cell phone are in close proximity of Bluetooth device.

Mobile phone applications are very interesting tool in the field of mobile marketing. Majority of people uses mobile phone to find cooking recipes, ATM location or location of an address. There are mobile applications available which meets all kind needs. Popularity of mobile application has recently grown. There are several reasons behind the increased popularity. Reasons such as development of smart phones and popularity of smart phones among mobile subscribers are responsible for increased popularity of mobile application.

Companies are targeting these mobile applications to sell and market their product. This marketing strategy provides spectacular experience to their consumer which is relevant to the marketed product. Companies achieve their aim by offering new benefit, rewards, creation, entertainment, collaboration and communities to the mobile user for daily requirements. For example, amazon is offering a new mobile application which allows shoppers to search products by uploading photo of what they are willing to buy.

Various companies are offering their customers free downloads of ringtones, wallpapers, mobile games and tagging advertisement with each of these feature to market their product. Effectiveness of SMS mobile marketing is evident with the fact that thirty seven of urban population receives SMS marketing such kind of products. Thirty six percent of urban population receives SMS related to entertainment, media companies, news and music.

May be few males ignores or delete such marketing oriented messages but females doesn’t do such kind of thing. According to a research females tries to enquire further about marketed product by interacting with customer care or straight away approaching the store. But males are very much interested in utilizing free coupons and discounts offered through SMS.

So we can understand the fact that SMS is widely used all over the world to advertise products. Several companies are taking tactical advantage of this excellent medium by advertising their products and offers.

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The Latest in Location-Based Mobile Marketing

There are many things that we look for in our mobile phone. With the advancements in technology, there are many advances as well which are used for mobile marketing. These include advertising through SMS as well as MMS. There are many vendors today that are targeting the local population with advertisements that are more suitable locally. These advertisements can include offers as well as games that will encourage the customer to know more about a particular company. This is part of the strategic marketing that has cropped up in recent years. These are generally aimed at to get the attention of the customers. The logic is simple.

The customers today are bored of the traditional ways of marketing that has come about through the ages. Therefore what is needed today to sell to customers is new and innovative ideas that will keep the customers attracted to the product. It is a simple rule of getting to the customers what they want. This way location based mobile marketing has done wonders. This is because the advertisements are sent locally to the mobile phones that help in making a group of customers that will come to you for their needs that are also local.

This way you are getting to your customers who are looking for you. Today there are many different phones available with features that give direct access to the internet. Also the speed of the internet from your mobile has also increased drastically with high-speed communication technology. The location-based mobile marketing techniques take full advantage of this by coming up with many advertisements that are sent through the internet.

There are many that come up with ideas of games that will attract customers. One of the simplest of these games is the treasure hunt game that can be played using the GPS from the phone. There are many mobile companies that use this mode as a form of advertisements and creating interest in the minds of customers.

This game has become really popular and there are many participants each time a company sets up such a game. Also such games can be easily created by using mobile software like DreamWalk which makes it easy for the companies to create such games with the most minimum hassle. This helps to generate interest about a product locally and helps the company also to assess and diagnose the situation of a current market.

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From Fiction To Reality The Evolution Of Beacon Technology

Technology is advancing at a rapid pace, gradually turning every science fiction into reality. Beacon technology is one of those technological advancements, which was once a figment of the imagination of many researchers. Let’s have a look at how beacon technology is evolving and changing our business world.

What is a Beacon?

A Beacon is a tiny, battery-powered, wireless, low-cost sensor with a built-in Bluetooth chip device that works on Bluetooth Low Energy (BLE). It allows Bluetooth enabled devices to receive data within short distances.

Beacon device is designed in such a way that it is easy to fix anywhere and can be efficiently used by everyone. It continuously broadcasts a radio signal, and when a device receives this signal it reads the beacon’s ID and triggers the action in the smartphone app based on the proximity of the beacon. What makes a beacon technology different is its ability to “wake up” an app, which is not open but has been downloaded on the Smartphone.

Deep Dive into Beacon Technology

Most beacons use BLE technology / Bluetooth Smart Technology as it requires low energy consumption and low implementation cost. The technology only allows for small amounts of data transmission, and it is the reason most beacons only transmit their IDs.

Beacon IDs consists of three values:

  • Universally unique identifier (UUID)
  • Major value
  • Minor value

The purpose of transmitting the ID is to distinguish a beacon from all other beacons in a network. Major and Minor values are the integer values assigned to the beacon, for greater accuracy in identification. Beacon also carries information about its signal power to determine the proximity of the source.


iBeacon is a brand name created by Apple Inc., which was first presented at the World Wide Developer’s Conference in 2014 as part of Apple’s iOS 7. It is a technology innovation of Apple that has been implemented in the location framework in iOS 7 and newer operating systems. As described above, iBeacon uses BLE technology to sense proximity and transmit a UUID, which triggers an action in a compatible app or operating system.

Eddystone – A Game Changer

In response to iBeacons, Google came up with its beacon project called Eddystone on July 14, 2015, with more open and flexible approach. Eddystone is Google’s open-source, cross-platform BLE beacon format. While Apple’s iBeacon only works with iOS devices, Eddystone works with both Android and iOS devices. Unlike iBeacons, they broadcast not only their UUID but also pre-programmed web page URLs and thus don’t require the installation of specific apps. The URL could be a regular web page providing relevant information, for e.g. a beacon next to a restaurant can broadcast a link to a YouTube clip or their specialty menu. Certainly, Eddystone will bring in new IoT use cases.

Beacons Empowered

With this drastic rise in beacon technology, companies are investing in this technology to generate greater revenues. Here I have given a brief detail about how retail industry is utilizing and availing benefits of beacon technology.

Smart Retail

The rapidly growing e-Commerce industry has resulted in the decrease of footfall and in-store sales for both the small-time retailers and big brands. In-stores have understood that they have to mimic e-commerce in the areas of personalized offers and shopping experiences.

Thus, Retail is a critical area where beacons are expected to bring huge impact – from proximity marketing to contactless payments to in-store analytics. 85% of the retail industry is expected to leverage beacon technology by the end of the year 2016. Beacons may seem like hype today, but let’s have a glance at few of its revolutionary aspects.

Beacons send location awareness alerts, updates on merchandise/products, and promotional notifications to tempt a passerby to enter the store. It can also be used to analyse customers who walk past the store and their visit duration. This analysis will help in making strategic decisions on product display.

Beacons use in-store navigation and provide real-world analytics like:

  • The areas and items a customer likes to explore
  • Where a customer spent most of her/his time
  • What and when s/he makes a purchase
  • Most in-store rushed locations
  • In-store deserted locations
  • Busiest days of the store
  • Number of people who walk into their store per day

These data provides insight into customer behavior and store performance. This analysis will help the retailers to organize their products, prices and place their products in strategic locations on strategic days and time. By knowing the repeated visitors to the store, retailers can reward those customers with loyalty benefits for their purchase.

Beacon makes a customer’s in-store journey personalized and unique. It fetches data from the wish list of a customer and notifies him when he comes across that particular product. It also recommends products based on price, quality, and offers to provide better in-store experience.

The customers who have already set up their payment information through their smartphone can use a connected beacon and complete their purchase by processing their payment (a.k.a contactless payment) without waiting in long queues. When a payment is done, the stock will be automatically updated.

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Top 10 Reasons Why Businesses Should Adopt Beacons

The word “Beacon” actually means something visibly attractive or bright enough to convey a message or act as a signal. “iBeacons” is a concept originally introduced by Apple Inc. which is used as an indoor positioning and proximity based messaging system. As the concept gained popularity, several companies have emerged to manufacture hardware and develop mobile device applications exclusively for Beacon technology. Estimote, BluseSense and Onyx to name a few. But what’s so inviting? Why as a Company you should make use of this? These are the top 10 reasons:

Low IT Investment

Hardware associated with Beacons are low-cost, low-powered and can act both as a transmitter and a receiver. These pieces have Bluetooth chips embedded within supported by a lithium battery (similar to a wrist watch) and support a range of around 50 to 70 meters. Most of the top companies offer 3 such Beacon analytics transceivers for less than 100 USD. Cost is a negligible factor here.

Rapid Kick Start

Rather than months or weeks, it just takes few days to put Beacons to work. Beacons are flexible that you can test them on a smaller scale to begin with and expand on-the-go. Once you define a set of marketing messages and configure which beacon to display what information, these transceivers can be stuck to any hard and dry surface like walls and that’s it! you have installed them.

Low Maintenance Cost

Compared to other Enterprise Applications and Marketing Software, Beacons completely avoid the hardware maintenance cost (except changing the battery and a Server) and incurs a very less cost towards managing the associated application, analyzing the results obtained from your customers and gain insights.

Automation at its best

Once they start working, human intervention is not required at all. Beacons will start push messages and display ad content such as images and videos as soon as the user reaches the range or according to the time interval set by the administrator. It doesn’t matter how many users are in the range at the same time. Beacons can handle things all by themselves.

Highly Sensitive towards Context

Context based advertisement is the key for marketing independent of the industry. Individual Beacon can be set to display targeted message based on a defined criteria (device used, location of the device etc.). A single Beacon technology can display multiple messages based on the context of the receiver.

Universal applicability

Industry Vertical is not a constraint as Beacons can be used in any industry. Find below a very minimal list of applications;

Guide your Customers:

  • Airports
  • Hospitals
  • Museums
  • Shopping Malls
  • Conference Halls

Display Ad Content, Offers and Discounts

  • Retail Shops
  • Hotels
  • Restaurants

Engage with your Employees/Students

  • Manufacturing Plant
  • Universities
  • IT Firms

Collect Customer feedback

  • Any Industry

And much more.

Make the business future ready

It’s evident that usage of mobile devices are increasing exponentially day by day. With this technology designed exclusively for mobile devices, you will enable a rock solid foundation for your business’ future as far as marketing and customer or user engagement is concerned.

Delight your Customers

It is already a proven location-based technology which can provoke customer’s interest based on real-time and context sensitive engagement. Its rest assured that the customers or users will be delighted and enjoy such services.

Reduced Man-power investment

As you have an error free and automated guiding and marketing system in place, very less investment is required in terms of man-power to do the same.

Beyond basics – Analytics

As Beacons keep recording the happenings and also collect information from users (with their knowledge and permission) which can be stored and analyzed. The results can be used to gain more insights about user’s interest and design better campaigns. It can also be used to enhance existing content management system.

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Proximity Marketing: Are Bluetooth and Infrared Dead?

Your consumers are already involved in various activities on their mobile devices, proximity marketing opens yet another gateway to them by offering you a new way in which to reach your audiences. This gives you a higher level of interactivity that was previously nonexistent. The chance to employ mobile marketing in public places – malls, food courts, cinemas, airports – gives your customers a more spontaneous and direct form of interaction with your brand. Which is exactly what you need.

Proximity-based marketing simply means that your consumers will be engaged through their mobile devices within a defined range. This makes it perfect for locations with lots of foot traffic. You are now able to create an even more memorable interaction for your consumers and, by extension, motivate multiple visits and increase your return on investment. It is really location-based marketing, as it allow consumers within close range to receive relevant information such as welcome offers through their Bluetooth/Infrared/Wireless/NFC-enabled mobile devices.

Bluetooth-based Proximity Marketing

This means that you can send information to your consumers who are already ready and willing to receive content like coupons, videos, movies and music from your business. This content can be sent to anyone at no cost to them because there is no mobile carrier interaction.

With Bluetooth and Wi-Fi-based proximity marketing campaigns, technology that is already standard on nearly all handsets is used to deliver an opt-in message directly to your consumers’ mobile device. Then they can choose whether or not they want to take advantage of your offers.

NFC-based Proximity Marketing

At present, Bluetooth and Wi-Fi are the main platforms being used to transmit proximity marketing messages, however Near Field Communication (NFC) might offer a reasonable alternative. In the future, NFC may eventually overshadow other proximity marketing communication methods and become the dominant way to conduct a location-based advertising campaign.

Infrared-based Proximity Marketing

Infrared Wireless is used for short- and medium-range communications. However it is limited in that it cannot pass through walls. Infrared operates in line-of-sight mode which means that there must be a straight visually unobstructed line from the transmitter (source) to the receiver (destination). It is the oldest and most insubstantial form of mobile marketing. Because of its limited range it may never establish itself as a leading mobile marketing option.

However, a new infrared module developed by Frank Deicke, a researcher at the Fraunhofer Institute for Photonic Microsystems (IPMS) in Dresden, Germany boasts a data transfer rate of 1 gigabit per second (Gbps), which makes it not only significantly faster than conventional Wi-Fi and Bluetooth wireless technologies, but also six times faster than a wired USB 2.0 connection.

This might be just the boost infrared needs to take over the arena of mobile as well as proximity marketing, but we’ll have to wait and see how mobile designers and programmers react to this new technology.

Bluetooth, NFC and Infrared are all possible systems that can be used in proximity marketing. They each make mobile messaging in any location measurable and accountable in a real-time setting. Proximity-based marketing allows you to track and interact with your consumers before they even step foot into your store or business using technology that goes straight to their mobile phones. If you have been thinking of new ways to revamp your mobile marketing campaign don’t give up on bluetooth and infrared just yet. You might find yourself pleasantly surprised.

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Local Mobile Marketing and Mobile Technology to Drive Sales

Consumers are using their phones for more than placing a phone call. Mobile devices continue to evolve and are quickly becoming the consumer’s choice for shopping, navigation, social media and the internet placing over 173 billion text messages per month. Not all of these text messages are being placed by teenagers but also by local businesses joining with mobile technology to drive topline sales and increased brand awareness. Nearly 25% of U.S. households use a mobile device as their sole source of communication. When they leave their homes they have their keys and their cell phone and when they are at home their cell phone is usually in their hand or close by. This makes mobile devices a personal form of communication and this audience can be reached at almost any time since the average person has their mobile phone with them for over 12 hours a day and isn’t likely to share their phone with others making it a direct response platform directly to the consumer.

A local targeted mobile campaign engages the consumer personally and almost anywhere through:

-In and Outbound Text Messages

-QR (Quick Response) or 3D Bar Codes

-Mobile Websites

-Mobile Apps

-Direct Mobile Audio Campaigns or Click To Call

Proximity Marketing: Communicating with Bluetooth enable devices to market in or near your business

All geared to driving brand awareness from a direct action to achieve increased ROI. Local mobile marketing can also be used to drive people to specified places or events.

Large or Mega companies are already utilizing mobile marketing and have developed effective strategies to reach their target consumer groups with phenomenal results. Smaller and/or local businesses have fallen behind on using mobile marketing because they are embarrassed because they just don’t know how to market their business with this forever changing technology or they don’t have the time or developed strategies to use local mobile marketing to its fullest potential thus leaving them far behind their competitor that is using platforms such as:

-Google Places/Yahoo Places/Bing




Finding a knowledge company that can handle your marketing campaigns can also be a challenge to overcome. Though mobile marketing has been around for nearly 10 years it still remains untapped territory for the business savvy proximity marketing companies that have little or no personnel dedicated to the development of mobile marketing on the local level. Prices for these services widely vary and can cost as little as$200 to $300 per month to as much as $10,000 a year so shop around.
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Make It Stronger With Video and Location-Based Marketing!

Today the hot topic in marketing is video; and tomorrow it might be another component of video. It’s just how the pace goes today with digital.

Change is the name of the game in digital today. As video is diversifying its face more boldly into individual marketing campaigns, the number of users are not only effecting the expected returns but are also playing a huge factor in the manner in which small-medium business gravitate to marketing and directly impacting how Location-based marketing and technology is shaping itself for the present and future. Location-based services (LBS), otherwise referred to as proximity marketing, taps into smart-phones and mobile GPS’, and is becoming the desired highways for local information. So, the more users tap into these location services, the greater they begin to integrate these principles into normal marketing campaigns; and ideally become less foreign to the US market.

* Almost one fifth (19%) of the world’s six billion mobile users are already using LBS. 1
* Navigation via maps and GPS is currently the most popular application, used by 46% 1

It’s not surprising that video and LBS’s basically go hand-and-hand. Considering that all of the LBS’s platform’s data are powered via local GPS and geared towards attracting local audiences or targeted segments. These platforms rely on global positioning for geography. Doesn’t matter if one is using TagWhat, Viddy (now the #1 Free Android App as of 4/27/12), or other platforms like Foursquare and Go Walla; they all provide information to users based on their mobile location. So, therefore when utilizing video marketing, it’s even more crucial that business executive stay fresh with their aligned marketing platforms and campaigns and not be afraid to create highly engaging environments on these location-based platforms or utilizing the many services of Location-Based Advertising (uses tools such as GPS and geo-fencing to locate potential prospects and send them messages) and Blue-tooth/Wifi (this allows data transfer over short distances. If you’ve used a wireless phone headset, it probably was Blue-tooth or Wifi).

Say for example, you’re a consumer retailer or business that interacts with a high volume of event attendees; you might want to explore installing proximity built around blue-tooth and Wifi to increase your audience engagements with highly personal and individualized marketing promotions. So anytime a device comes within your vicinity (300-500 feet), your targeted audiences will receive a special call-to-action encouraging the desire to shop, interact or patronize the brand in a personal manner and in real-time. The returns and quantities of transmissions are not only unlimited but instant. As the main denominator is distance and/or range from the device and the receiving mobile phone. One main benefit is the ability to transmit various file types and formats to devices. Another benefit is the cost of this highly profitable and personalized marketing program; ideally totaling only a few hundred dollars each month and includes executive level reports and in-depth analytics on dwell times, traffic patterns and behavior profiles.

Maybe you’re considering additional marketing ideas, don’t be afraid to venture into the uncharted areas of location-based techniques and tools. Though these marketing techniques are still underutilized here in the US, they’ve been proven to instantly open up stronger communication channels and create uncharted opportunities that might be the deciding factor in your ROI’s.

The benefits are endless; but the returns offer all of the following:

* Its “Real-Time” analytics with detailed reporting metrics to track campaign initiatives and measure the overall success of performance.
* A developed strategy and marketing plan for execution; including creating the aligned elements and areas for creative or design; including mobile and web.
* Help set realistic and actionable goals that are attainable and aligned with the business plans & company’s strategies
* It’s an integrated (multi-channel) marketing tool that is used to increase consumer experiences, boost customer interactions and delivers instant returns.
* Real-Time Marketing with rich generated user-content for better customer engagement
* A cross balance between paid media (PPC, Display & Banner), earned media (Social & Consumer Interaction) and owned media (Content, Web/Mobile & etc).

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How Proximity Marketing is Transforming The Retail Customer Experience

The online obsessed, mobile- addicted millennials are slowly back to the retail in- store environments. In other words, physical stores which lost their charm in the convenience offered by e-commerce is regaining its lost strength and is back on track. The retail landscape is one of the most celebrated industry verticals which has witnessed a sea of changes during the last few years.  Stores are slowly getting transformed into customer experience centers rather than mere selling-buying points, thanks to the technology innovations, killer concepts, for luring the customers back to the shops. In the mobile led world, Proximity Marketing is one of the most heard buzz words recently.

Built upon wireless technologies and devices, consumer mobility, and real-time information processing,Proximity Marketing,marks the new trendin theretail business landscape.   The real- time interaction options with the potential customers which can act as a reliable channel to push relevant personalized ads, offers and messages make Proximity Marketing a much desirable option for the in- store retailers. Theunmatchable physical store shopping experience along with the additional capabilities which Proximity Marketing can bring in is poised to transform the in-store retail experience to a larger extent. It brings in the one step ahead facility of tracking the customers, collecting information from initial research to final purchasing decision of customers in a physical store. In short, in this age of Digital Transformation, Proximity Marketing holds the potential to fill the gap between the physical and the digital worlds, which inturn, prompts the customers back on shops. Proximity marketing techniques help in increasing ROI and nurture more loyalty among the customers along with improving the customer experience.

A wide range of technology options is available for proximity marketing. This includes Beacons: Sound Beacons, Blue Tooth Low Energy (BLE) Beacons, Light Beacons, Wi-Fi Beacons, RFID, Digital Signage, NFC etc.  Beacons act as dual transmitters which can receive data from smart phones or tablets via blue tooth or Wi-Fi and pass on the information to the retailer platform. Proximity marketing devices can easily locate the customers which are on the perimeter of a retail shop, provided the consumer has opted for a beacon signal receiving on his smart phone.After identifying a potential visitor in a store the beacon devices can send alerts to the retailer app and based on this the app can pop up some targeted personalized offers for luring the customer to the store. If the customer spends more than a certain time in front of a product, beacons can send an alert to the retailer’s platform.  Sensing the customer interest in the particular product, retailers can announce spot offers for the particular customer which can lead him to a purchasing decision.

Proximity Marketing Benefits

  • Hyper targeted and  contextual messaging
  • Customized and personalized shopping experience for the consumers
  • In store customer tracing
  • Increase in loyalty by relevant messaging and offers
  • Increase in sales by digital delivery of promotional coupons
  • Overall improvement in the brand-customer engagement

One more P the proximity is getting added to the marketing mix and this P, the ‘Proximity’ holds the power to reshape the future of the retail customer experience. Proximity Marketing, powered by a set of technologies and devices holds the power to redefine and rebuild the brand- consumer interactions.

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10 Ways Location-Based Marketing Will Evolve in 2017

Marketers have already shifted focus to reaching consumers on the devices they use every day. In 2017 this will become more important than ever, according to Julie Ask of Forrester Research. Location-based marketing is one of a few major focal points for marketers in 2015. Using technology built into today’s mobile devices, marketers are finding innovative ways to reach out to customers. Here are 10 ways location-based marketing will shape business in 2017.

1. The Era of Mobile Ordering Will Begin

Starbucks has already announced plans to roll out its new ordering app nationwide in 2015. The app relies on a customer’s proximity to a store to allow customers to place orders and pay by mobile device. Once the order has been placed, baristas begin filling it, saving customers from having to wait in line. This takes tabletop ordering away from installed tablets and onto devices customers use every day.

2. Stores Will Push Coupons

In its report on location-based marketing, Cisco noted that coupons are currently the most popular application of this marketing technique. When surveyed, more than half of customers say they would use coupons if sent to them as they were near the store in question. Widespread adoption has been slow so far, but 2015 will be the year businesses get the technology necessary to make location-based couponing a reality.

3. Savvy Businesses Will Target Nearby Customers

Holding a big event? Imagine being able to locate any opted-in customers nearby, then pushing a notification to all of them at once. Businesses will learn how to incorporate this technology into their apps, including those designed specifically for conferences and major events.

4. Facebook Places Will Take On Foursquare

Facebook’s new Places Directory poses a serious threat to local-centric sites like FourSquare, promising to let users more easily locate nearby friends and learn about places. While on vacation, a Facebook user could use the directory to find places previously visited by friends and even pull up friend recommendations for an area.

5. Location Will Inform Notifications

Thanks to built-in GPS capabilities, phones now have the ability to determine a user’s location. In 2015, businesses will learn to use this to reach customers through notifications. A bar could inform all customers that drinks are now two for the price of one, for instance, or an airline could send alert that a flight has been delayed. This same feature could blast out a notification that all products in a store are 10-percent off until a set time.

6. Navigation Will Become More Sophisticated

Navigation is the most popular use of a phone’s GPS technology and in 2015, marketers will find more ways to use it to their advantage; monetization opportunities are wrapped up in the navigation services used by businesses across the world. In 2015, businesses will learn to scour various navigation apps to ensure their locations are displaying prominently, especially with popular services like Google Maps and GPS databases.

7. The Line Between Tech and Reality Will Continue to Blur

With the emergence of wearable technology like smart watches and Google Glass, 2015 will be the year businesses realize the importance of location-based notification. This is especially true of Google Glass, which has the ability to point out points of interests along the way as wearers walk down the street. Businesses will learn to use Google Glass’s accessibility to their advantage.

8. The Internet of Things Will Change the Landscape

With the Internet of Things, everything from a user’s toaster to thermostat will be connected to the Internet. This gives businesses a great opportunity to customize the user experience to his location. By being context aware, devices can provide weather alerts, automatically adjust based on local utility suggestions, and more. The home of the future will likely be based on context awareness, with smart devices able to know homeowner preferences and adjust them by voice command.

9. Delivery Services Will Thrive

Services like Uber already utilize location to determine nearby drivers and send alerts about pickup requests. Uber and others are finding ways to turn this technology into convenience-based delivery services. In 2015, companies will realize the advantages of using location technology to locate the closest server provider to give customers faster service.

10. Privacy Concerns May Increase

As this technology becomes more prevalent, consumer concerns will likely arise, as well. One experiment by Nordstrom failed miserably when customers learned their smartphones had been used to track their in-store behavior. The company ended the tactic immediately, but the entire incident highlighted customer privacy concerns. Despite the fact that online shopping patterns are tracked daily, customers still feel uncomfortable being “watched.” Yet nearly half of shoppers want mobile coupons from retailers while nearby. This highlights the confusion that surrounds context-aware technology, which shows the importance of educating consumers on how it works and how the information will be used.

With the majority of Americans now owning smartphones, retailers have a prime opportunity to connect with those consumers. As consumers gradually become more interested in their locations being used to improve their experiences, location awareness will be critical for any mobile device. Retailers that can learn to use it to their advantage will gain an edge over competitors, who will also begin to find ways to connect with customers based on where they are at the moment.

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