Growing Emphasis on Business Intelligence providing a fillip to the Global Market for Proximity Marketing

With mobile devices becoming ubiquitous in today’s world and the growing reliance on them to access digital content, the global market for proximity market is gaining significant impetus. Proximity marketing uses the cellular technology to connect successfully with mobile-device users who are in close proximity to a business. Marketers are capitalizing Bluetooth and Wi-Fi technology to send a variety of marketing messages to consumers are who are both nearby and looking to make a purchase.

Proximity marketing strategies are used for services such as consulting, application support and maintenance, deployment and integration. These strategies can be adopted by organizations in different sectors such as healthcare, media and entertainment, transportation and logistics, and retail and e-commerce.

The report methodically examines the current and historical data to forecast the size of the global market for proximity marketing in the foreseeable future, in terms of both revenue and volume. It provides a detailed overview of the dynamics of the market and analyzes the extent to which they impact the growth. It strategically segments the market on the basis of various criteria including geography and end-user industries for a better understanding. It derives the competitive environment of the market using tools such market attractiveness analysis and Porter’s five force analysis.

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Global Market for Proximity Marketing: Drivers and Restraints

The increasing competitiveness among players in different sectors and growing emphasis on business intelligence (BI) are providing a fillip to the global market for proximity marketing. The rising availability of spatial data and analytical tools is also working in favor of the growth of the market. Moreover, the widespread adoption of smartphones and proximity technologies coupled with their rapid advancements are augmenting the market.

On the other hand, there are security and privacy issues associated with existing setups. These issues are stimulating skepticism among end users, which is limiting the market from realizing its utmost potential. Furthermore, the awareness levels regarding proximity marketing are still low among end users and there is a dearth of expert workforce. These factors are, therefore, hampering the growth of the market.

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Global Market for Proximity Marketing: Region-wise Outlook

On the basis of geography, the key segments covered in the report are North America, Asia Pacific, Europe, and Rest of the World. North America will account for a substantial share in the market throughout the forecast period. The increasing penetration of smartphones along with rising use of mobile web is bolstering the growth of the market. Moreover, the widespread usage of the mobile internet coupled with the introduction of high-speed networks such as 4G is providing a significant boost to the growth of the region.

Companies Mentioned in the Report:

Some of the key players in the global market for proximity market are Microsoft Corporation, Google Inc., Apple Inc., Zebra Technologies Corporation, Estimote Inc., Bluvision Inc., Qualcomm Inc., inMarket Media LLC, Swirl Networks, Uncast, and Proxama PLC.

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