Clorox gets close to consumers with proximity marketing

Stephen Whiteside

Definitions of "proximity marketing" typically refer to location-based technologies like beacons, geofencing and near-field communication.

But Sarah Ortman, Associate Director/Marketing Communications at The Clorox Co., recommends that any brands interested in leveraging these emerging tools should put the consumer fundamentals first, rather than getting distracted by impressive technical functions and capabilities.

"What does 'proximity' mean? I like to think about it from the perspective of the consumer or the shopper's path to purchase," she told delegates at South by Southwest (SXSW) 2016 in Austin, Texas.

As an example, she pointed to beacons. These small pieces of hardware employ Bluetooth technology to engage in two-way communications with smartphones and other connected gadgets. More specifically, they can detect whether a consumer has certain apps open on their device and previously opted in to receive brand messages. If both criteria are met, they deliver tailored marketing content to the smartphone owner.