Businesses have been using different marketing methods like printing ads in newspapers, sending mails, in-store promotions, billboards, broadcasting on radio and TV, Internet and recently mobile networks to promote their products and services for years. Advertisers are now looking at content delivery that is interactive, informative and engaging. Called proximity advertising, this new revolutionary marketing technique, helps to transfer advertising content to people's mobile phones and encourage people to buy a service or product right in the place where they are making up their minds. Proximity advertising can be used in almost any industry to help increase sales and brand awareness by sending messages directly to potential customers automatically and at absolutely no cost. This article covers the benefits of employing proximity marketing.

Any advertising effort needs to be tractable and scalable so as to ensure the maximum Return on Investment (RoI). Today, businesses are using the latest developments in technology to run their operations smoothly. Marketing is the most dynamic activity of any organization. Due to many factors, the scope and nature of marketing is changing everyday. With an ultimate aim to reach the target audience and to ensure that they get what they actually want, marketers are using the latest technology known as bluetooth that has the potential to distribute the advertising content within a particular geographic area. Proximity marketing involves the localized wireless distribution of advertising content associated with a particular place. Transmissions can be received by individuals, who wish to receive them, in the particular location. The individuals must have the necessary equipment to receive the messages. Proximity marketing uses technologies, like infrared and bluetooth, that aid in delivering the brand content as per the individual's proximity to a particular physical location. Thus, proximity marketing involves marketing of messages to only those customers who are willing to be exposed to a brand. The messaging can be tailored according to the interests of the customers. Proximity marketing works best for a captive audience. Designed to make the connectivity invisible and ensure reliability, this form of marketing is gaining relevance in all sectors, like retail shops, restaurants, universities and colleges, cinemas concerts, leisure and holiday complexes, business exhibitions and many more. Proximity marketing involves pushing the advertising content to phones or devices that have bluetooth technology in them. The best part of such advertising is everything is focused on the customer's choice.

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