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Proximity Is The New Black: How Physical Proximity Informs Mobile Strategy

Updated: Jan 15

Graphic icon showing a person centered and multiple locations around them.

Despite the rise of e-commerce and the evolution of consumer behavior having transformed the retail landscape, physical proximity continues to hold value for retailers. Consumers have made it clear, tangible shopping experiences matter now more than ever. Reaching these consumers wherever they are presents a significant challenge for retailers looking to target, reach and drive traffic into their store locations. To solve for this, retailers typically deploy a combination of physical and digital strategies to maximize the strategic value of being in close proximity to their target audiences.

This article explores the challenges faced by retail marketers and the power of proximity as an indicator of consumer behavior and purchase intent.

In our post-COVID world, proximity has quickly become an indispensable element marketers promoting physical retail environments including clothing stores, restaurants, supermarkets, venues, auto dealerships, etc., must integrate into their mobile advertising strategies to remain competitive and relevant.

By leveraging proximity, retailers can personalize offers and tailor experiences, enhance customer engagement, accelerate product discovery, and increase the likelihood of purchase. These efforts strengthen connections with target audiences, both online and offline, fostering loyalty and driving sustainable growth.

Location intelligence presents an invaluable opportunity for advertisers to understand how a persons physical proximity to specific locations, i.e., restaurants, retail stores, and other points of interest serves as a key indicator of purchase intent.

With this data, retailers can deliver targeted and visit-based advertisements to people who have visited points of interest in-person, but that isn’t all. A powerful approach involves targeting consumers who have previously visited specific stores, venues, restaurant locations, etc. This level of proximity-based advertising allows for highly effective and deeply personalized campaigns that resonate with, and drive conversion from mobile-first consumers.

The dynamic relationship between proximity and purchase intent empowers retailers to optimize their marketing strategies to engage consumers and drive conversion across their phygital touch points.

Proximity, in this context, refers to the physical distance between customers and retail locations, significantly influencing their convenience and accessibility. By understanding the proximity of their target audience to their physical locations, marketers can tailor their paid media strategy and initiatives to attract new customers more efficiently.

Purchase intent, on the other hand, refers to the likelihood or inclination of a customer to make a purchase. It encompasses the customer’s motivation, desire, and readiness to buy a product or service. Understanding indicators of purchase intent is crucial for marketers as this allows them to optimize their marketing efforts effectively. This is extremely complicated.

Solution so bright

Meet DriveLine — a digital marketing platform built by a team of advertising veterans to solve for declining campaign performance and increasing advertising costs.

Designed to change the digital attribution game, DriveLine offers insight-driven, custom audience campaigns powered by proprietary Audience Intelligence data.

By harnessing the power of DriveLine’s advanced Audience Intelligence data, marketers can gain unparalleled insights into consumer behavior. Our mobile display and video solution identifies the marketing channel, touch point, and points of interest most relevant to your target audience alongside actionable insights on consumer purchase intent, but it doesn’t stop there.

At DriveLine, we recognize the significant influence proximity holds in shaping consumer decisions. We unlock the potential of highly targeted mobile advertising by prioritizing physical proximity. These efforts allow marketers to drive straight lines to the value of achieving impactful advertising outcomes.

DriveLine goes beyond just providing data-rich audiences; our team dives deep into customer actions, preferences, and brand interactions, curating custom audiences from insight-laden analytic data. This is where DriveLine and our Audience Intelligence solution shine.

With DriveLine, marketers can revolutionize their mobile advertising strategies by gaining unparalleled insights into consumer behavior. By utilizing our advanced custom audience development capabilities, DriveLine helps identify the most relevant marketing channels, touch points, and points of interest of your target audience, all while providing actionable insights into consumer purchase intent.

We are a solution for brands and agencies looking to reach mobile-first audiences.

If you are looking to maximize the strategic value of proximity and optimize your mobile advertising performance (and campaign outcomes) with audiences most relevant to your business, get in touch with our team at:

We would love to explore the opportunity to revolutionize your ad performance this year.


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