Proximity: The 5th ‘P’ of Marketing

The marketing mantra for decades has been some variation of promote the right product, in the right place, at the right price, at the right time — the "4 Ps of Marketing." However, with the rapid growth of hyperlocal mobile advertising in 2014, brands and retailers added a 5^th "P": proximity.

As 75 percent of retail users notice mobile ads, and 21 percent of smartphone and tablet users click on these ads, smart retailers are using hyperlocal mobile advertising to ease and guide shoppers’ path to purchase. Moreover, with shopper foot traffic to brick-and-mortar stores experiencing a downward trend, it's these location-aware mobile ads that are driving shoppers back into physical stores.