The latest trend in marketing, Proximity Marketing, marketing on your mobile device based on your location and proximity to the retailer. iSIGN Media,  the largest digital signage footprint in Canada with more than 1,400 locations served, reaching more than 1.5 million shoppers per day, and 3rd largest in North America is demonstrating  this newest trend in marketing this week at the National Retail Federation’s 100th Annual Convention & Expo.

Here are some of the key points from the press release:

Proximity Marketing Will Become a Major Trend for Retail and Shopper Marketing in 2011

Instant connection : Retailers can connect with consumers as they are shopping, in-store and primed to buy.  A recent study conducted by IBM found that 72% of consumers are more likely to take action after receiving a message while “on location” compared with messages received off-site.

Mobile is everywhere : The average American spends nearly three hours a day on their mobile phone.Proximity marketing allows retailers to leverage the mobile channel as a way to connect with consumers in location.

Here and now: Because proximity marketing is done in real-time, retailers can manage and measure their campaigns immediately, helping them improve the effectiveness of advertising campaigns in the short and the long-term.

Respect for privacy: Retailers avoid privacy issues as proximity marketing uses Bluetooth™ technology and does not involve consumers’ email or phone numbers. Consumers can opt-in if they want to receive SMS or email alerts as well.

You will not be charged for this message : Low cost of entry – retailers and consumers avoid any mobile carrier charges to deliver or receive marketing messages.

How do you feel about this new marketing trend?


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