Proximity marketing is the localized wireless distribution of advertising content associated with a particular place. Communications can be received by individuals in that location who wish to receive them and have the necessary equipment to do so.

The location of a device may be determined by:

• A cellular phone being in a particular tower range
• A Bluetooth or WiFi device being within range of a transmitter
• An Internet enabled device with GPS enabling it to request localized content from Internet servers

Communications can be further targeted to specific groups within a given location, for example content in tourist hot spots may only be distributed to devices registered outside the local area.

Communications can be both time and place specific, e.g. content at a conference venue may depend on the event in progress.

Uses of proximity marketing include distribution of media at concerts, information (web links on local facilities), gaming and social applications, and advertising.