Why Proximity Marketing Isn't So Esteem?



Almost five years back, hundreds of websites related to technology had been overwhelmed by titles such as "why beacons are the future of customer engagement." In the event of you being missed, the beacons are small, wireless battery-powered devices which send Bluetooth signals to the nearby smartphones. We finally found the secret sauce for the proximity marketing, thought marketers of retail. The proximity of marketing means location-based marketing efforts that enable companies to communicate hyper-localized messages without employing staff personally.


The tide switched, however. Unfortunately, beacon technology had severe constraints. According to the statement of Alex Porter, "the beacon hype cycle has declined, and the distributors have made little profit from heavy investments." In short, beacons are dead entirely, and the reason is that most of the companies have either struggled with the deployment of technology as well as the use of information produced from it or understand how it can benefit their company. Does it mean the book has closed on proximity marketing for retail? Obviously not!


It is set for achievement with the development of deep learning and face recognition technology. There are three reasons why marketing programs in proximity fail and how you can achieve success for your local marketing now and in the future.


12-14% Customers are Identified in Stores


More than five years after the use of beacons, existing technologies for the marketing of proximity just don't go the wrong way. Boston Retail Partners have indicated that 12-14% of retailers are able to identify their customers when they go into a store, with another 8-10% at checkout. By contrast, more than 55% of distributors recognize their customers when it comes to buying online.