Clorox gets close to consumers with proximity marketing

This event report addresses how Clorox, the FMCG manufacturer, is tapping into the emerging field of proximity marketing.

Clorox gets close to consumers with proximity marketing

Stephen WhitesideWarc

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,...

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