When people think of proximity marketing, they tend to think beacons. However, beacons are just one of several location technologies within the category. Others include NFC, WiFi, geofencing (and its variations) and others (smart lighting, magnetic positioning).
Collectively, these technologies can be used to help bring people into stores or venues, identify relevant audiences and help track offline conversions. Unacast’s Proxbook Report tracks the progress and adoption of proximity marketing, and beacons in particular. Its latest report focuses on adoption of proximity marketing by sports teams and at mega-events, such as SXSW, Mobile World Congress and CES.
The Q2 Proxbook Report found significant adoption of beacons among North American sports teams and stadiums. For example, the report says that 93 percent of Major League Baseball stadiums are now using beacons.