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Proximity Marketing: Misconceptions Disproved
People today rely on smartphones to find a local business which has recommendations from social apps and previously visited sites. Proximity-based mobile marketing makes use of location-enabled devices to reach out to customers with smartphones directly. The method is not limited to smartphones and can communicate to customers with devices that have GPS or Bluetooth.
Proximity marketing helps retailers give customers relevant and personalized buying experience. It tries to eliminate the faint line between physical and online buying by providing users enhanced experience which has value and relativity. Proximity campaign is tracked and measured by actions of an end user or an electronic device to track user location. End-user actions require users to perform a specific activity to determine the visit by scanning a barcode; from the operations point of view, this method is not feasible because of the technical aspects required to meet the scale of approach. The campaign previously impacts the attributed visits by users to store. The attribution system lacks accuracy because it fails to provide the exact number of real visits. A user might have visited the store with a device which has no tracking system enabled, or the user might not be comfortable being tracked. The trigger proximity can consider even a person who is standing out the premises as a visit which is the reason for inaccuracy. Businesses often assume that complex physical hardware is required to integrate the number of visits and track the users, the reality is it is not possible to accurately determine footfall even with such complex hardware; and estimations can be done without any integration.
The common misbelief about foot tracking is that businesses believe service providers promise to geofence areas less than thirty meters that will provide an accurate number of visits. Only the user-triggered method can provide accurate solutions which must be understood by the businesses. The technique might seem ineffective, but when fused with other techniques, it can be feasible like the comparison between users who were influenced by the campaign and users who were not impacted. Uplift performance indicators indicate incremental visits and number of users affected by the campaign. The statistical data might be relevant only to some extent, but the value of the success can be measured. This footfall measurement will optimize the campaign as the effectiveness of the business maximizes.
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