Proximity marketing is one form of location based marketing. The concept is also sometimes called hyperlocal marketing. It is all about distribution of advertising content to the consumers within the proximity of a specified location. The concept is that while a consumer pass through a certain store, a coupon or a loyalty program details will be sent to his/her phone.
But proximity marketing use bluetooth and Wi-Fi to distribute ad content to the consumers unlike location based marketing which use GPS or cell tower traingulation. Hyperlocal marketing helps the marketers to reach the consumers nearby who are looking out for information on products offered by marketers. It also helps the marketers to reach maximum number of consumers as all phones have Bluetooth facility. The four types of commonly used hyper local content are digital coupons, educational content, promotional content and loyalty programs.