Proximity is the new demographic

Today's advertising landscape is morphing. The days of relying upon traditional demographics are long gone. Today's new "demographic" is proximity. Proximity along with context is what makes the difference. Mobile marketers have long seen the value of the location qualifier; however the effectiveness of mobile campaigns since this discovery has not been all it was hyped to be. Just because I'm standing in front of a coffee shop does not mean I drink coffee. For marketers to truly embrace the power of location they must get "granular" with context as well as location. That leaves a bit of a problem, context mixed with location is only being utilized by very few "ad networks" if that is what you want to call them. The marketer has two options either they can find this private market place that is a DSP and SSP wrapped in one or they can decide to implement beacons/beacons to counter some of the missing contextual layers in their platforms or do both if they believe in omni-channel engagement. A combination of geo-fencing and geo-conquesting is a must if marketers want to outpace or even be able to keep up with the BLE devices that will see mass implementation this year with consumer traction taking place next year. The level of relevant content will also change as we see more retailers add beacons. Content must be consumer centric and provide true value for consumer. Although some of the early studies out on this type of marketing point to a wide acceptance of push marketing coupons to consumers who walk by or are in the store, but what happens when there are literally bombarded with coupon after coupon? App delete! More next time as the ideas develop and grow. What do you feel is the single most important layer in creating the correct customer experience with beacons or traditional mobile marketing? Comments? Follow me on Twitter @socialmobil