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How Proximity-Based Marketing Can Be Beneficial for App Marketers


With mobile devices becoming a staple of modern society and the preferred way of accessing digital content, today’s app marketers need to understand how to connect successfully with mobile users. Proximity marketing can help with just that. 

What Is Proximity-Based Marketing?

Proximity-based marketing or proximity marketing is a catch-all term used to describe any use of location technologies to directly communicate with users through their mobile devices.

There are three major advantages in leveraging proximity-based marketing:

  1. Understanding and segmenting your users based on where they spend their time.
  2. Engaging users based on location and time context.
  3. Bridging attribution to prove your ad spend is positively affecting app marketing performance 

What Does Proximity-Based Marketing Mean for Mobile Marketers?

By combining proximity technology with mobile apps, app marketers can easily, and seamlessly, connect the digital world with reality. App marketers can detect if a user of their app is near their store or facility. Those users can then be sent offers tailored to their specific location and context.

However, the use cases aren’t limited to app marketers with retail locations. Imagine. You’ve been visiting brick and mortar stores for some time. What will be your next step? Right, delivery! Delivery service apps can make very profitable usage of proximity technologies by sending users hint ads about their services. Surely, if the ad is relevant, users will not consider that ad irrelevant and close it without examination. 

Types of Proximity Technologies

Essentially a collection of different sensor technologies, proximity enables awareness of both place and time for mobile apps:

  1. Geofences —Software-based virtual perimeters. They are designed primarily for large scale proximity detection (around 100 meters or wider) and have zero cost for deployment.
  2. Beacons — Inexpensive, micro-devices that simply broadcast a unique ID. When a mobile device gets within range they can trigger a response in an app. They’re great for indoor or close proximities less than one meter, such as a point of sale display.
  3. Wi-Fi — In addition to being used for internet access, Wi-Fi can also be used as a medium range proximity detector (around 90 meters). Mobile devices only need to “hear” a Wi-Fi network without actually joining to trigger proximity actions. Available only on Android devices.
  4. Near Field Communication (NFC) — Sticker-like tags that can be placed on physical objects, that when tapped by an Android device can trigger a specific action, such as deep linking into an app or opening a browser.

The increasingly mobile-centric and omnichannel nature of today’s user ecosystem necessitates that brands develop a comprehensive inbound marketing strategy that goes well beyond a traditional reliance on search and SEO. Proximity-based marketing techniques like geofencing, beacons and NFC offer a host of new ways to drive connection and conversion in such a rapidly changing marketing environment.

At Aarki, we leverages our rich database and advanced optimization technologies to drive the performance of app marketing campaigns. Our data scientists take the location of target audiences into consideration as a process of optimizing ad creatives and media placement. This is how we ensure in a real-time bidding situation that the right ad creatives get seen by the right audiences.

To learn more about how Aarki can help you with your mobile advertising, please contact us at contact@aarki.com.

 

Topics: Programmatic Advertising