Close range marketing
Close range marketing, commonly referred to as CRM, is a form of proximity marketing. Close Range Marketing is an emerging technology that allows businesses to both promote goods and services and involve their customers in interacting with the business. It commonly uses bluetooth technology to transfer content to cellular devices or laptops within the range of the transmitter.[1] While Bluetooth is the most common means of transmitting, other signal types such as Wi-Fi and FM are becoming more common.[2]
In order for close range marketing to work effectively, a person needs to have some sort of application installed to his mobile device that accepts push notifications. One example of CRM use is the use of coupons. A user receives a coupon notification from an application that he previously installed saying that there is a store nearby that he can make use of that coupon. Another example of CRM includes the usage of beacons.[citation needed] Setting up beacons throughout the store makes it possible to track the customer while they are inside. The beacons can show which areas of the store are least or most popular.
Like a multi-channel strategy, CRM is the "bridge" that ensures ads get from point A to point B, meaning they are received by interested customers in real time, when and where they are most likely to make a conversion.[3][4] Push notifications, text messages and emails are essentially the "roads" or channels through which customers choose to receive real-time messages.[5][6]
Utilization
[edit]Both large and small companies can implement effective close range marketing strategies and reap significant benefits from it.[7] This type of marketing can only be utilized by businesses that operate in a physical space.[8][9] For example, stores located in a mall may attract customers with coupons, and other businesses such as travel agencies or airports may offer discounts or loyalty programs.
Establishments that can take advantage of this type of marketing include:
- Bars
- Restaurants
- Banks
- Nightclubs
- Filling stations
- Theaters
- Universities
- Hotels
- Stadiums and concert halls
Regardless of the industry in which it is used, the main goal of a near field marketing campaign is to increase customer interest in a company's product and encourage them to make a purchase.[10]
References
[edit]- ^ Luhmann, Thomas (1990-08-01). "Image recording systems for close-range photogrammetry". Close-Range Photogrammetry Meets Machine Vision. SPIE. p. 13. doi:10.1117/12.2294256. ISBN 9780819404640. S2CID 58344520.
- ^ "Learn Wireless Basics".
- ^ "CRM (customer relationship management)". www.techtarget.com. Retrieved 2024-12-13.
- ^ "What is Customer Relationship Management (CRM)? Definition, Objectives, Components, Barriers". www.geektonight.com. Retrieved 2024-12-13.
- ^ "Are You Sure This Is The Best Timing For That?". www.moengage.com. Retrieved 2024-12-13.
- ^ "Modern marketing analytics: Understanding the full user journey". mixpanel.com. Retrieved 2024-12-13.
- ^ "36 Types of Marketing Strategies for Small Business". smallbiztrends.com. Retrieved 2024-12-13.
- ^ "What is Proximity Marketing?". eakdigital.com. Retrieved 2024-12-13.
- ^ "Close Range Marketing". www.verticalrail.com. Retrieved 2024-12-13.
- ^ "What Is Close Range Marketing?". jgdb.com. Retrieved 2024-12-13.
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