What is Proximity marketing?

Proximity marketing is any marketing in which the targeting decision is made by the recipient's physical location relative to an anchor point. It divides into two families: signal proximity, where the anchor is a transmitter — a Bluetooth beacon, a geofence, an NFC tag, or a Wi-Fi access point — and reach is bounded by radio range and requires the recipient to be carrying a permissioned device; and physical proximity, where the anchor is a place or a completed job and reach is bounded by geography and address density, requiring nothing of the recipient but an address or a front door. Proximity Mail Marketing is a species of physical proximity.