Proximity marketing is gaining traction among retailers to send special offers to their customers when they come within proximity of a certain retail outlet’s location. Proximity marketing is the perfect way to target the desired audiences and is expected to be widely accepted by marketers in the years to come.

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The growth of the market is propelled by the increased focus on business intelligence and rising market competitiveness along with the growing adoption of smartphones and proximity technology. The market is further driven by factors such as increasing technological advancements in location-based services, increased use of beacons, and growing need for better customer services & response.

North America held the largest share of the proximity marketing market in 2015, whereas APAC is expected to register the highest growth rate in this market between 2015 and 2022. The increase in smartphone penetration, availability of mobile Internet, growing use of mobile applications & mobile web, and introduction of 4G network by the carriers are some of the factors responsible for the dominance of North America in the market.

The major factors restraining the growth of market are the concerns regarding security & privacy, low awareness among end users, and lack of expert workforce. Moreover, understanding the consumer behavior poses a key challenge for proximity marketing market players.

The major players in this market include Apple Inc. (U.S.), Google Inc. (U.S.), Microsoft Corporation (U.S.), Qualcomm Inc. (U.S.), Zebra Technologies Corporation (U.S.), Bluvision Inc. (U.S.), Estimote Inc. (U.S.), inMarket Media LLC (Italy), Proxama PLC (U.K.), ROXIMITY (U.S.), Shopkick Inc. (U.S.), Swirl Networks (U.S.), and Unacast (U.S.), among others.