On today's meeting at the office, we discussed about our new project. Short story, it's about using and developing Bluetooth Technology in the Marketing Strategy... I found one marketing term which i never heard before, Proximity Marketing, and i was so curious about it! I googled it and i found the definition of it from the net...
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.
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.
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