Proximity Marketing: can it really be useful for B2Bs?

November 17, 2014

So, what exactly is proximity marketing? Using cellular technology, it sends marketing messages to mobile users who are in close proximity to a business. Naturally, this is proving very effective in the world of B2C, especially for retailers: the message is user-friendly and reaches those most likely to buy. As a result, it increases engagement and drives conversions. Early adopters of proximity marketing include Macy’s, Coca-Cola and Levi’s – and they’re all reporting positive results. But how does it fit into the B2B marketplace?

Proximity marketing opens up a new era for marketers: they can target their audience in the right location, at the right time, with relevant and engaging content. And this is something that goes far beyond the retail store. This precise targeting holds huge possibilities for B2Bs, as more businesses look for data-driven solutions that are personalised to the needs of the end user. Here are some of the main benefits of proximity marketing for B2Bs:

Events and trade shows

If you’re holding an event, proximity marketing can dramatically improve attendees’ experiences. Targeted messages can alert people to a seminar you’re speaking at, persuade them to enter a competition you’re running – or you could even send them a welcome message. Attendee data also provides valuable insights for a marketer.

Office visits

Proximity marketing can really enhance a client’s visit when they come to your office. When they have entered the building, you could receive an alert, for example. You may even be able to identify them as they park their car, meaning you or your receptionist can greet them by name. Imagine welcoming them with a custom white paper or the documents for that day’s meeting as they walk through the door? These personalised touches can make all the difference.

Internal communications

Especially for larger businesses, it can assist employee communication by sharing information through various teams and offices (even countries!). This will prevent people from working in silos, and can even be used to encourage relevant employees within close proximity to a ‘hub’ to come together, generating ideas and practicing collaborative thinking.

Undoubtedly, proximity marketing will become more advanced as time passes. Should B2Bs jump on the bandwagon straight away or take the “wait and see” approach?