Le marketing de proximité est l'une des applications les plus importantes de la technologie des balises BLE.. Selon le ProxReport dans 2017, “75% des détaillants américains ont intégré la technologie des balises dans leurs stratégies marketing et ont constaté un 9% augmentation des bénéfices et 175% Retour sur investissement. Et le marché du marketing de proximité devrait valoir 1 USD 52.46 Milliard par 2022, à un TCAC de 29.8% entre 2016 et 2022.”
Selon Persistence Market Research, dans 2024, the global proximity marketing is expected to reach $63.7 billion, growing at a CAGR of 21.4%. And it will be projected to reach $365 milliards par 2033.
What is Proximity Marketing?
Le marketing de proximité fait généralement référence à la distribution de publicité en fonction de la localisation.. Les marketeurs avaient l'habitude de distribuer des tracts, envoyer des e-mails sans discernement ou embaucher un vendeur d'enseignes pour stimuler les ventes et désormais la distribution peut se faire via une diffusion localisée traditionnelle, ou plus communément, il est spécifiquement destiné aux appareils connus pour se trouver dans une zone particulière. The applications include concerts, information, competitions, social apps, check-ins, checkouts, and local advertising.
Cependant, dans le contexte du World Wide Web, les consommateurs apprennent à connaître les tactiques de marketing et ont évolué pour éviter le spam. Ils sont plus soucieux de la vie privée et attendent des recommandations plus personnalisées.
Why Proximity Marketing is Important?
Selon marketresearchfuture.com , the proximity marketing market was valued at USD 65.2 milliards en 2022 and is expected to expand from USD 87.4 milliards en 2023 en USD 360.5 milliards par 2030, with a compound annual growth rate (CAGR) de 22.44% over the forecast period (2023 – 2030). Key growth drivers include the rising adoption of smartphones, advancements in location-based technology, the integration of big data and analytics, enhanced targeting and personalization capabilities, et la rentabilité.
Aussi, the statistics on statista.com shown: there will be over 7.4 billion smart phone users around the world. Donc, in terms of market size and user base, proximity marketing is a marketing approach with strong potential, capable of bringing more market opportunities.
Types of Proximity Marketing
Bluetooth Proximity Marketing
This method uses Bluetooth basse consommation (BLE) technologie, aussi connu sous le nom Bluetooth balises, to communicate with nearby devices. It allows businesses to send targeted offers, notifications, or information to customers’ smartphones when they are within a specific range, typically a few meters. It’s ideal for indoor environments like retail stores, aéroports, et lieux d'événements.
WiFi Proximity Marketing
WiFi proximity marketing utilizes WiFi networks to detect and engage users who connect to the network within a specific range. Businesses can track customer movement patterns and send targeted ads, promos, or information through apps or the WiFi network itself. This method is effective for large areas like shopping malls, hôtels, or airports.
RFID/NFC Proximity Marketing
Identification radiofréquence (RFID) and Near Field Communication (NFC) technologies are used for contactless communication between a device (like a smartphone or RFID tag) and an RFID reader or NFC-enabled object. These technologies are often used in loyalty programs, contrôle d'accès, and providing personalized offers by detecting the customer’s proximity to a particular item or location.
GPS-Based Proximity Marketing
GPS-based proximity marketing uses the Global Positioning System (GPS) to track a user’s location. When a user enters a predefined location or geofence, the system can trigger location-specific messages or offers. This method is most effective for outdoor environments, such as offering discounts when customers approach a store or a specific area in a city.
IP Address Proximity Marketing
This type of proximity marketing uses the IP address of a user’s device to estimate their location. Il's typically used in online marketing to target users based on their geographic location. Businesses can deliver personalized content, ads, or offers based on the user’s regional information, which is less precise than other proximity methods but still effective for broader targeting.
QR Codes
Quick Response (QR) codes are scannable codes that users can scan with their smartphones to access information, discounts, or special offers. These codes can be placed in physical locations like posters, store windows, or products, making them an easy way to engage customers in proximity. QR codes don’t rely on Bluetooth or WiFi but rather on the user’s action of scanning the code with their phone.
Which is The Best Type of Proximity Marketing?
Balise proximity marketing uses Bluetooth connections and does not require users to have a mobile internet connection like 4G, making it deployable in areas with low signal reception. It has low battery consumption requirements, although users do need to enable Bluetooth. En plus, Beacon devices are physical entities that need to be installed.
Beacons help marketers gather detailed customer information, such as the average time a customer spends in a store and which product areas they visit. This data provides marketers with essential insights to create more targeted customer ads through mobile applications and to optimize the in-store experience.
What Are the Advantages of Proximity Beacon Marketing?
Effective
With the data collected, businesses can refine and focus their marketing strategies, resulting in higher conversion rates and a better return on investment. Targeted, location-based offers often result in higher engagement and purchase rates compared to general advertising.
Easy and Cheap
Beacon technology is relatively affordable and can cover large areas with just a few devices. The low maintenance costs and simple infrastructure make it an efficient solution for small businesses and large venues alike.
Precise Targeting and Personalization
Beacons enable highly localized and personalized marketing by reaching users within a specific range. This allows businesses to tailor promotions, notifications, or content to a customer’s exact location, like specific aisles in a store, enhancing relevance and engagement.
Resource for Insightful Data
Beacons collect detailed data on customer behavior, such as time spent in-store, frequently visited sections, and purchase patterns. This data gives marketers valuable insights for creating tailored campaigns, refining store layouts, and enhancing customer experience.
No Internet Connection Required
Beacons operate over Bluetooth, eliminating the need for mobile data or Wi-Fi connections. This enables seamless interactions in areas with weak signal strength, such as underground stations or large event venues.
Enhanced Customer Experience
Beacons can enrich the shopping experience by offering relevant, real-time information and assistance, such as navigation within a store, information about specific products, or access to exclusive discounts. This increases customer satisfaction and loyalty.
Applications of Proximity Marketing
The usages of proximity marketing is quiet similar to the applications of beacon technology. Just functionally, proximity marketing has a targeted function: that is marketing. The applications of beacon include many aspects.
Vente au détail
Proximity marketing in retail allows businesses to send personalized offers, promos, and product recommendations to customers when they are nearby. Using technologies like Bluetooth beacons, retailers can engage customers within stores by offering location-based discounts, guiding them to specific products, or sending alerts about sales or new arrivals. It enhances the in-store shopping experience and helps drive sales.
Éducation
In educational settings, proximity marketing can be used to improve campus experiences. Universities and schools can send real-time updates, event notifications, or campus map guides to students and visitors when they are near a specific building or event. It can also help in attendance tracking and providing personalized learning content based on the student’s location within the campus.
Soins de santé
Dans le domaine de la santé, proximity marketing can enhance patient experiences by sending notifications for appointment reminders, health tips, or offering directions within hospitals. Beacons can also help hospitals track the movement of medical equipment or staff, improving operational efficiency. En plus, it can send personalized health-related offers or reminders to patients when they enter a pharmacy or healthcare facility.
Transport
Proximity marketing in transportation can be used to enhance the travel experience. Aéroports, gares, and bus terminals can send location-based notifications, such as gate changes, delays, or nearby amenities like lounges and restaurants. It can also help guide travelers to the right platforms or terminals and promote offers related to travel services, nourriture, or shopping.
Musée
In museums, proximity marketing can provide an interactive and personalized experience for visitors. Beacons can deliver audio guides, additional information about exhibits, or location-based alerts when visitors approach a particular piece of art or artifact. It can enhance learning by offering rich, contextual information and enable a more immersive, engaging visit to cultural spaces.
Mines's Beacon Boost Your Proximity Marketing
En tant que fournisseur expérimenté de solutions d'appareils Bluetooth, Mines strongly recommends businesses to introduce beacon technology as an powerful and effective addition of an existing Wi-Fi marketing. La longue durée de vie de la batterie et le développement de fonctions personnalisées des balises les rendent si rentables et capables de s'adapter à différents scénarios..
Balise de navigation de proximité MBM02 is one of your best choices for indoor navigation, notification push, et solutions de suivi de localisation. Comme nous le savons tous, la plupart des citadins utilisent des appareils intelligents pour obtenir des itinéraires vers les centres commerciaux, gymnases ou restaurants, etc.. C’est là que les services géolocalisés et le marketing de proximité ont pris leur essor.. Avec de plus en plus d'entreprises proposant le Wi-Fi dans leurs magasins, il est naturel que cette technologie soit devenue un canal très prisé pour le marketing de proximité. D'ailleurs, Le WiFi et les balises peuvent fonctionner conjointement pour fournir de meilleurs services, invitant même les utilisateurs à activer leur Bluetooth.
Conclusion
Outre le marketing de proximité, La technologie Beacon peut également être utilisée dans des domaines tels que les soins de santé., logistique, sécurité, appareils électroménagers, etc.. Par 2019, les balises devraient atteindre 60 millions de clients, et plus que 400 millions de balises doivent être déployées par 2020. Êtes-vous prêt à découvrir la puissance de la technologie des balises BLE ou y êtes-vous déjà? Qu'en penses-tu? Bienvenue pour partager vos opinions avec nous.