Proximity marketing is a strategy that uses wireless technology like Bluetooth, NFC, and SMS to deliver targeted advertising or information to customers based on their physical location near a business. It works by constantly broadcasting marketing content via Bluetooth or embedding NFC tags with offers, which customers can access if they have a compatible mobile device. Proximity marketing allows businesses to connect with potential customers they wouldn't otherwise reach and provides advantages like free and measurable campaigns, location-based targeting, and helping customers access relevant offers.

1. PROXIMITY MARKETING
PRESENTED BY
NEERAJA
SASIDHARAN
PRESENTED TO
DR. ALPESH LEUA
ASSOC. PROFF
AABMI

2. FLOW OF PRESENTATION:
 INTRODUCTION

3. WHAT IS PROXIMITY MARKETING?
 Proximity marketing is a new, cutting-edge
strategy and form of mobile interaction designed
to attract customers when they are near a
business, potentially allowing a business to reach
customers they would never be able to connect
with otherwise.
 It is defined as 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.

4. HOW IT WORKS?
 It connects people by 3 main ways:
1. Bluetooth based system
2. NFC based system
3. GSM based system

5. BLUETOOTH BASED SYSTEM
 Proximity hotspots constantly sends marketing
content via Bluetooth to mobile phones of our
Customers.
 The transmission is totally free and requires no
technical knowledge from our Customers.
 The only requirement is Bluetooth-enabled mobile
phone of the Customer.

6. HOW BLUETOOTH MARKETING
WORKS?

7. NFC-based systems
 Near Field Communication (NFC) tags are embedded in the NFC
Smart Poster, Smart Product, Smart Book. The tag has a RFID
chip with an embedded command.
 The command can be to open the mobile browser on a given
page or offer.
 Any NFC-enabled phone can activate this tag by placing the
device in close proximity. The information can be anything from
product details, special accommodation deals, and information
on local restaurants.
 There are a number NFC-enabled phones entering the market
spurred by NFC mobile wallet trials globally. NFC wallets include
the Google Wallet and ISIS (mobile payment system).
While mobile payment is the driver for NFC, proximity
marketing is an immediate beneficiary in-market

8. GSM-based systems
 Proximity Marketing via SMS relies on GSM which
defines the Short Message Service - Cell Broadcast.
 SMS-CB allows messages (such as advertising or
public information) to be broadcast to all mobile users
in a specified geographical area.
 It is also used for commercial service known as
Proxima SMS.
 Blue water, a super-regional shopping centre in the
UK, has a GSM based system supplied by NTL to help
its GSM coverage for calls, it also allows each
customer with a mobile phone to be tracked though
the centre which shops they go into and for how long.
The system enables special offer texts to be sent to
the phone.

9. ADVANTAGES OF PROXIMITY
MARKETING
 It is free for handset owners to receive downloads.
 It is quicker to download than MMS and other cellular solutions.
 It does not require the use of Cell / Mobile networks - thus incurs no
transactional costs.
 It is standards based and legal (it operates in the unlicensed, 2.4 GHz
ISM band).
 It is measurable and can show clear Return on Investment (RoI) for
Mobile campaigns.
 It can be targeted to a specific location, group or event at any time.
 It is low cost, requiring only capital outlay from transmitters and
software.
 It does not capture mobile numbers or access data on handsets thus is
secure.

10.  Give customers faster, more accurate
access to the information they want — not
the information they don't.
 Free brand awareness
 Creates better relationship with customers.
 Free effective and measurable brand
advertising