Closing The Bricks And Clicks Gap With Proximity Retargeting

By Asif Khan, president and founder, Location Based Marketing Association

Proximity and location data is quickly becoming the most valuable resource a marketer can have.

The idea of proximity-based retargeting is based on the use of Bluetooth-powered beacons or other sensors that send out messages via apps or to connected devices via the physical web to consumers who have agreed to accept certain brands’ communications.

In general, retargeting typically involves sending an ad to a device after a consumer visits a website and appears to express some interest in its merchandise. Moving their computer’s cursor over a particular item or leaving specific products in an e-commerce site’s virtual cart can register that interest.