Proximity Marketing: A Diverse Classification Approach

In today’s business environment, companies use a wide range of methods to track and interact with customers, and one popular method is proximity marketing. In order to improve customer interaction and maybe influence purchasing decisions, proximity marketing entails the targeted delivery of material to individuals depending on their physical vicinity of a business site. However, because of this domain’s quick growth and the dearth of thorough research to date, it is difficult to establish standard operating procedures and boundaries, which makes regulation and implementation difficult. This paper proposes an improved framework for proximity marketing categorization in order to fill up the gaps. Our analysis, which is based on rigorous key performance criteria distinguishes three types of proximity marketing: context-aware, beacon-driven, and location-based. These sections are designed to give users a better-organized comprehension of the tool’s uses, encouraging a more methodical and knowledgeable approach for companies looking to maximize their client tracking tactics. This paper aims to aid practitioners, policymakers, and researchers in navigating the evolving terrain of proximity marketing and assuring the ethical and efficient use of client monitoring tools in modern corporate environments by defining clearer boundaries and standards.