Market
Highlights
With the rising ubiquity of mobile devices across
the world and the increasing dependency on them for accessing digital content,
the proximity marketing market can gain considerable impetus in the very near
future. Proximity marketing makes extensive use of cellular technology to
connect with mobile-device users that are in the proximity to the business.
These offer marketers massive amounts of data and are quite simple to set-up,
which increases their uptake in the market.
Marketers mostly capitalize on Wi-Fi and Bluetooth
technology to send various marketing messages to those who are close by and are
interested in making a purchase. These strategies are generally adopted by
services like maintenance, application support, consulting, integration and
deployment. Such strategies can be leveraged by organizations in a variety of
sectors including media and entertainment, healthcare, retail and e-commerce,
transportation and logistics, to list a few.
The
intensifying competition between vendors in different industries combined with
the increasing focus on business intelligence (BI) induces major growth of the proximity marketing market.
The increasing availability of analytical and spatial data tools also favors
the market. The market also benefits from the rising sales of smartphones and
the fast track advancements and innovations in proximity technologies.
The rising penetration of the GPS Geofencing market, owing to the
technology’s ability to help users send push notifications to customers that
are close to their stores can also result in strong market growth in the
ensuing period.
The
proximity marketing market can be worth approximately USD 52 Billion by the
year 2023. MRFR also expects the market growth rate to be 28% between 2017 and
2023 (review period).
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Top Contenders
The top contenders in the proximity marketing
industry are Apple Inc. (U.S.), Microsoft Corporation (U.S.), Bluvision Inc.
(U.S.), Zebra Technologies Corporation (U.S), inMarket Media LLC (Italy),
Estimote Inc. (U.S.), Qualcomm Inc. (U.S.), ROXIMITY (U.S.), Google Inc.
(U.S.), Proxama PLC (U.K.), and more.
Regional
Analysis
The regional study of the proximity marketing
market covers Asia Pacific (APAC), Europe, North America, and the Rest of the
World (RoW).
North America has taken the lead in the global market,
thanks to the presence of a large number of proximity marketing vendors and the
high penetration of smartphones. The increasing use of mobile web, mobile
internet and the emergence of high-speed networks like 4G also boosts the
regional market growth. The extensive deployment of cutting-edge technologies
in the advertisement and retail sectors also induced industry expansion in the
region.
APAC is the fastest progressing market for
proximity marketing, on account of the growing investments by emerging
countries in the technology. The rising use of smartphones as well as mobile
internet also drives the deployment of proximity marketing among firms to reach
a higher number of customers. Surge in technological development within
location-based services, increasing use of beacons, and the surging requirement
for better customer services also add to the market strength.
Segmentation:
The proximity marketing industry has been broadly
studied; with the primary segments highlighted in the report include component,
technology and application.
The main components covered in the report include
hardware, service and software.
The types of proximity marketing technology are
Near Field Communication (NFC), GPS Geofencing, BLE Beacon, Wi-Fi, and others.
The BLE beacons-based proximity marketing can register signficant growth in the
upcoming period, because of their rising use in multi-channel marketing as well
sa product distribution within the retail industry.
Application areas of proximity marketing
technology are BFSI, healthcare, hospitality, retail & e-commerce,
transportation & logistics, media & entertainment, infrastructural,
among others.
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