Proximity Marketing
What is Proximity Marketing?Proximity marketing is the localised wireless distribution of advertising content, associated with a particular place. The transmissions can be received by individuals in that location, who wish to receive them, and have the necessary equipment to do so, e.g. a Bluetooth-enabled mobile phone.
Bluetooth, a short-range wireless system supported by many mobile devices, is one transmission medium used for proximity marketing. The process of Bluetooth-based proximity marketing involves setting up Bluetooth "broadcasting" equipment at a particular location and then sending information; this can be text, images, audio or video to Bluetooth enabled devices within range of the broadcast server. Other standard data exchange formats such as vCard can also be used.
The reception area of a Bluetooth-enabled device may be determined by -
- the mobile phone being in a particular cell region -
- the device being within range of the transmitter.