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세계의 근접 마케팅 시장 - 산업규모, 점유율, 동향, 기회, 예측 : 기술 유형별, 전개 유형별, 용도별, 지역별 부문 및 경쟁(2020-2030년)
Proximity Marketing Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Technology Type, By Deployment Type, By Application, By Region & Competition, 2020-2030F
상품코드 : 1691791
리서치사 : TechSci Research
발행일 : 2025년 03월
페이지 정보 : 영문 185 Pages
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한글목차

세계의 근접 마케팅 시장 규모는 2024년 563억 4,000만 달러로, 2030년까지 CAGR 32.10%로 확대되어, 2030년에는 2,993억 5,000만 달러에 달할 것으로 예측되고 있습니다.

근접 마케팅이란 Bluetooth, 근거리 무선통신(Near Field Communication), Wi-Fi, 지오펜싱(geofencing) 등의 무선 기술을 이용하여 소비자의 실시간 위치에 따라 타겟팅된 개인화된 컨텐츠와 광고를 게재하는 것을 가리킵니다. 소비자가 미리 정의된 근접 영역에 들어가면, 그 소비자를 추적하고 참여합니다. 근접 마케팅의 주요 이점은 고객의 스마트폰이나 디바이스에 직접, 관련성이 높은 문맥에 특화된 컨텐츠를 전달할 수 있는 것이며, 의사 결정의 순간에 프로모션이나 할인, 상품 정보를 제공함으로써, 고객 체험을 향상시켜 매출을 촉진합니다. 시장은 몇 가지 중요한 요인에 따라 크게 성장할 것으로 예상됩니다. 소매업체는 고객 참여를 개선하고 매장 방문을 촉진하기 위해 근접 마케팅 솔루션에 많은 투자를 하고 있습니다.

시장 개요
예측 기간 2026-2030년
시장 규모 : 2024년 563억 4,000만 달러
시장 규모 : 2030년 2,993억 5,000만 달러
CAGR : 2025-2030년 32.10%
급성장 부문 클라우드 기반
최대 시장 북미

시장 성장 촉진요인

스마트폰 및 모바일 기기의 보급 확대

주요 시장 과제

개인정보 보호 및 데이터 보안에 대한 우려

주요 시장 동향

인공지능과 머신러닝의 통합

목차

제1장 솔루션 개요

제2장 조사 방법

제3장 주요 요약

제4장 고객의 목소리

제5장 세계의 근접 마케팅 시장 개요

제6장 세계의 근접 마케팅 시장 전망

제7장 북미의 근접 마케팅 시장 전망

제8장 유럽의 근접 마케팅 시장 전망

제9장 아시아태평양의 근접 마케팅 시장 전망

제10장 남미의 근접 마케팅 시장 전망

제11장 중동 및 아프리카의 근접 마케팅 시장 전망

제12장 시장 역학

제13장 시장 동향과 발전

제14장 기업 프로파일

제15장 전략적 제안

제16장 기업 소개와 면책사항

JHS
영문 목차

영문목차

The Global Proximity Marketing Market was valued at USD 56.34 billion in 2024 and is expected to reach USD 299.35 billion by 2030 with a CAGR of 32.10% through 2030. Proximity marketing refers to the use of wireless technologies, such as Bluetooth, Near Field Communication, Wi-Fi, and geofencing, to deliver targeted and personalized content or advertisements to consumers based on their real-time location. This marketing strategy leverages sensors or beacons placed in physical spaces like retail stores, airports, or shopping malls to track and engage consumers when they enter a predefined proximity zone. The key advantage of proximity marketing is its ability to deliver highly relevant, context-specific content directly to a customer's smartphone or device, enhancing the customer experience and driving sales by offering promotions, discounts, or product information at the moment of decision-making. The market for proximity marketing is expected to rise significantly due to several key factors. The increasing penetration of smartphones and mobile devices, which are central to the execution of proximity marketing, allows businesses to directly engage with consumers on their devices. Advances in technology, particularly in beacon and sensor technology, have made proximity-based communication more efficient, accurate, and cost-effective. Retailers, for example, are investing heavily in proximity marketing solutions to improve customer engagement and drive foot traffic to their stores. Proximity marketing provides businesses with valuable customer insights by collecting data on foot traffic, buying behaviors, and dwell times, enabling more informed decision-making and targeted marketing strategies.

Market Overview
Forecast Period2026-2030
Market Size 2024USD 56.34 Billion
Market Size 2030USD 299.35 Billion
CAGR 2025-203032.10%
Fastest Growing SegmentCloud-based
Largest MarketNorth America

Key Market Drivers

Increasing Adoption of Smartphones and Mobile Devices

One of the primary drivers fueling the growth of the proximity marketing market is the widespread adoption of smartphones and mobile devices. In today's digital landscape, smartphones have become integral to everyday life, enabling consumers to access information, make purchases, and engage with brands at any given moment. This trend is crucial for proximity marketing, as it directly leverages mobile technology to deliver personalized messages to consumers based on their physical location. With the rise of mobile applications and location-based services, businesses can connect with their target audiences more effectively than ever before. As consumers increasingly rely on their smartphones for a variety of functions, proximity marketing offers a unique opportunity for businesses to engage customers in real-time. Beacons, sensors, and other proximity-based technologies utilize the Bluetooth capability of mobile devices to transmit relevant content, discounts, or advertisements as customers enter specific zones. Whether it is a store, a mall, or an airport, businesses can send tailored messages directly to a consumer's phone, enhancing the shopping experience and boosting conversion rates. The growing number of mobile users worldwide further accelerates this trend. According to recent reports, the global smartphone penetration rate is expected to continue increasing, especially in emerging markets. As more people gain access to advanced mobile technology, the reach and effectiveness of proximity marketing campaigns will expand. This provides companies with a powerful tool to drive customer engagement and sales through real-time, location-based interactions.

Key Market Challenges

Privacy Concerns and Data Security

One of the most significant challenges facing the proximity marketing market is the increasing concern over privacy and data security. Proximity marketing relies heavily on gathering consumer data through mobile devices, beacons, sensors, and location-based technologies to deliver personalized messages and promotions. While this data is instrumental in creating effective marketing campaigns, it raises serious questions about how businesses collect, store, and utilize consumer information. Consumers are becoming more aware of the potential risks associated with sharing personal information, and they are often wary of businesses tracking their movements and behaviors. The General Data Protection Regulation (GDPR) in Europe and similar data protection laws in other regions impose strict guidelines on how personal data should be handled. These regulations require businesses to obtain explicit consent from consumers before collecting and processing their data. Failure to comply with these laws can result in substantial fines, legal repercussions, and damage to a company's reputation. For businesses deploying proximity marketing solutions, this means ensuring that their data collection processes are transparent, ethical, and in compliance with all applicable regulations.

The security of consumer data is another critical concern. Data breaches and cyberattacks can lead to the exposure of sensitive information, putting both consumers and businesses at risk. The proximity marketing market often involves the use of mobile applications, which are vulnerable to hacking, particularly when handling location data. If consumer data is not adequately protected, it could undermine trust in proximity marketing strategies and lead to a decline in adoption rates. Businesses must therefore invest in robust cybersecurity measures, such as encryption and secure data storage systems, to safeguard consumer information and maintain customer trust. As the regulatory landscape around data privacy continues to evolve and consumer awareness of privacy issues increases, businesses in the proximity marketing sector must address these challenges by implementing transparent data collection practices and ensuring that they maintain the highest standards of data security.

Key Market Trends

Integration of Artificial Intelligence and Machine Learning

One of the most prominent trends driving the growth of the proximity marketing market is the increasing integration of artificial intelligence and machine learning technologies. These advanced technologies enable businesses to process large volumes of consumer data in real-time and provide highly personalized and relevant content to customers based on their behaviors, preferences, and past interactions. By using artificial intelligence and machine learning, businesses can predict consumer behavior more accurately, optimize marketing campaigns, and enhance the overall effectiveness of proximity marketing efforts. Artificial intelligence can be utilized to analyze customer data gathered through proximity-based technologies such as beacons and geofencing. This allows businesses to segment their customer base more effectively and deliver content that resonates with individual consumers, thus improving engagement and conversion rates. For instance, artificial intelligence can help identify patterns in foot traffic, such as the times customers are most likely to visit a store or which products they are most likely to be interested in. By leveraging these insights, businesses can send real-time offers, discounts, and recommendations, ultimately driving sales and customer satisfaction. Machine learning, on the other hand, enhances the precision of targeting and personalization in proximity marketing campaigns. By continuously learning from consumer interactions, machine learning algorithms can optimize content delivery and messaging over time, ensuring that marketing efforts become increasingly more tailored and relevant to the audience. The combination of artificial intelligence and machine learning in proximity marketing helps businesses move from basic location-based advertising to dynamic, data-driven engagement strategies that are adaptable to changing consumer behaviors. As the capabilities of artificial intelligence and machine learning continue to evolve, businesses will have greater opportunities to enhance the effectiveness of their proximity marketing strategies, resulting in more personalized experiences for consumers and improved business outcomes.

Key Market Players

Report Scope:

In this report, the Global Proximity Marketing Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Proximity Marketing Market, By Technology Type:

Proximity Marketing Market, By Deployment Type:

Proximity Marketing Market, By Application:

Proximity Marketing Market, By Region:

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Proximity Marketing Market.

Available Customizations:

Global Proximity Marketing Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

Table of Contents

1. Solution Overview

2. Research Methodology

3. Executive Summary

4. Voice of Customer

5. Global Proximity Marketing Market Overview

6. Global Proximity Marketing Market Outlook

7. North America Proximity Marketing Market Outlook

8. Europe Proximity Marketing Market Outlook

9. Asia Pacific Proximity Marketing Market Outlook

10. South America Proximity Marketing Market Outlook

11. Middle East & Africa Proximity Marketing Market Outlook

12. Market Dynamics

13. Market Trends and Developments

14. Company Profiles

15. Strategic Recommendations

16. About Us & Disclaimer

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