Talking about proximity marketing will get you varying reactions, from concerns about privacy issues to the idea that your phone is going to spam you with annoying ads non-stop, but if you boil down the idea, there are some really compelling concepts here.
When you clear away all the buzzwords, what exactly is this shift we’re seeing? It’s the world customizing itself to you. The world is reacting to your presence, specific to you as an individual. Retailers and start-ups have taken notice, and the concepts of mobile location analytics and proximity marketing are emerging out of that.