세계의 근접 마케팅 시장 : 산업 분석, 규모, 점유율, 성장, 동향, 예측(2025-2032년)

Persistence Market Research has recently released a comprehensive report on the worldwide market for proximity marketing. The report offers a thorough assessment of crucial market dynamics, including drivers, trends, opportunities, and challenges, providing detailed insights into the market structure.

Key Insights:

• Proximity Marketing Market Size (2025E): USD 76.8 Billion
• Projected Market Value (2032F): USD 303.5 Billion
• Global Market Growth Rate (CAGR 2025 to 2032): 21.7%

Proximity Marketing Market - Report Scope:

Proximity marketing leverages location-based technologies such as Bluetooth Low Energy (BLE), Wi-Fi, and Near Field Communication (NFC) to deliver targeted content, advertisements, or services to users in close physical proximity to a business or point of interest. Widely adopted across retail, hospitality, tourism, and entertainment industries, proximity marketing is designed to enhance consumer engagement, improve customer experience, and drive in-store traffic. The increasing use of smartphones and wearable devices, coupled with advancements in mobile technology, are key factors accelerating the adoption of proximity marketing solutions. The market includes a variety of tools and platforms, such as beacon technology, geofencing, and push notification systems, enabling businesses to implement hyperlocal and personalized marketing campaigns.

Market Growth Drivers:

The global proximity marketing market is propelled by several critical factors, including the rapid increase in mobile device penetration and the rising demand for personalized customer experiences. The retail sector's transformation toward omnichannel strategies and the integration of physical and digital experiences further fuel market growth. Advancements in BLE beacon technology and location analytics are enabling brands to refine customer targeting, measure campaign performance, and optimize engagement. Additionally, the growing trend of smart city development and IoT integration enhances the deployment of proximity-based services in public spaces, transportation hubs, and commercial centers.

Market Restraints:

Despite its promising outlook, the proximity marketing market faces challenges related to privacy concerns, data security, and consumer consent. Regulations such as GDPR and evolving data protection laws impose strict compliance requirements, making it essential for companies to implement transparent and secure data collection practices. Furthermore, technological fragmentation, high implementation costs for small and medium enterprises, and dependency on consumer device compatibility can hinder widespread adoption. Overcoming these barriers necessitates standardization, robust data encryption protocols, and user education on the benefits and safeguards of proximity marketing.

Market Opportunities:

The proximity marketing market presents significant opportunities through the convergence of AI, machine learning, and big data analytics. These technologies enable marketers to deliver contextually relevant messages in real time, enhancing campaign effectiveness and customer satisfaction. The expanding use of augmented reality (AR) and gamification in proximity campaigns opens new avenues for interactive and immersive brand experiences. Moreover, the rise of 5G connectivity promises to improve data transmission speeds and reliability, facilitating more dynamic and engaging proximity interactions. Businesses investing in scalable platforms, cross-channel integrations, and strategic partnerships are well-positioned to capitalize on these opportunities and maintain a competitive edge.

Key Questions Answered in the Report:

• What are the primary factors driving the growth of the proximity marketing market globally?
• Which technologies and deployment models are most commonly used in proximity marketing campaigns?
• How are privacy regulations influencing the design and implementation of proximity marketing strategies?
• Who are the key players in the proximity marketing market, and what innovations are they focusing on?
• What are the emerging trends and future opportunities in the global proximity marketing landscape?

Competitive Intelligence and Business Strategy:

These players focus on offering flexible platforms with customizable features that align with industry-specific needs. Collaborations with retail chains, sports venues, and airports enhance market reach and drive use-case diversification. Investments in AI-powered marketing automation and omnichannel engagement tools enable companies to offer end-to-end proximity marketing solutions. Furthermore, strategic acquisitions, global expansion initiatives, and adherence to regulatory frameworks are central to sustaining growth and customer trust.

Key Companies Profiled:

• Google Inc
• Microsoft Corporation
• Apple Inc
• Zebra Technologies Corporation
• Qualcomm Inc
• Inmarket LLC
• Shopkick
• Estimote Inc
• Unacast
• HID Global
• Scanbuy, Inc.

Proximity Marketing Market Research Segmentation:

By Location:

• Indoor Proximity Marketing
• Outdoor Proximity Marketing

By Technology:

• Wi-Fi
• BLE Beacons
• Near Field Communication-NFC
• GPS Geofencing
• Others

By Hardware:

• Sensors
• RFID Tags
• Others

By Software:

• Content Management System
• Location Analytics
• Context Accelerator and Geofencing
• Others

By Service:

• Consulting Services
• Deployment & Integration Services
• Application Support & Maintenance Services

By Application:

• Retail & E-Commerce
• Healthcare
• Infrastructural
  • * Medai and Entertainment
  • * Transportation and Logistics
  • * Hospitality

By Region:

• North America
• Latin America
• Europe
• Asia Pacific
• Middle East and Africa

Table of Contents

1. Executive Summary

• 1.1. Global Proximity Marketing Snapshot 2025 and 2032
• 1.2. Market Opportunity Assessment, 2025-2032, US$ Bn
• 1.3. Key Market Trends
• 1.4. Industry Developments and Key Market Events
• 1.5. Demand Side and Supply Side Analysis
• 1.6. PMR Analysis and Recommendations

2. Market Overview

• 2.1. Market Scope and Definitions
• 2.2. Value Chain Analysis
• 2.3. Macro-Economic Factors
  • 2.3.1. Global GDP Outlook
  • 2.3.2. Global GDP Outlook
  • 2.3.3. Global economic Growth Forecast
  • 2.3.4. Global Urbanization Growth
  • 2.3.5. Other Macro-economic Factors
• 2.4. Forecast Factors - Relevance and Impact
• 2.5. COVID-19 Impact Assessment
• 2.6. PESTLE Analysis
• 2.7. Porter's Five Forces Analysis
• 2.8. Geopolitical Tensions: Market Impact
• 2.9. Regulatory and Technology Landscape

3. Market Dynamics

• 3.1. Drivers
• 3.2. Restraints
• 3.3. Opportunities
• 3.4. Trends

4. Price Trend Analysis, 2019-2032

• 4.1. Region-wise Price Analysis
• 4.2. Price by Segments
• 4.3. Price Impact Factors

5. Global Proximity Marketing Outlook: Historical (2019-2024) and Forecast (2025-2032)

• 5.1. Key Highlights
• 5.2. Global Proximity Marketing Outlook: Location
  • 5.2.1. Introduction/Key Findings
  • 5.2.2. Historical Market Size (US$ Bn) Analysis by Location, 2019-2024
  • 5.2.3. Current Market Size (US$ Bn) Forecast, by Location, 2025-2032
    • 5.2.3.1. Indoor Proximity Marketing
    • 5.2.3.2. Outdoor Proximity Marketing
  • 5.2.4. Market Attractiveness Analysis: Location
• 5.3. Global Proximity Marketing Outlook: Technology
  • 5.3.1. Introduction/Key Findings
  • 5.3.2. Historical Market Size (US$ Bn) Analysis by Technology, 2019-2024
  • 5.3.3. Current Market Size (US$ Bn) Forecast, by Technology, 2025-2032
    • 5.3.3.1. Wi-Fi
    • 5.3.3.2. BLE Beacons
    • 5.3.3.3. Near Field Communication-NFC
    • 5.3.3.4. GPS Geofencing
  • 5.3.4. Market Attractiveness Analysis: Technology
• 5.4. Global Proximity Marketing Outlook: Hardware
  • 5.4.1. Introduction/Key Findings
  • 5.4.2. Historical Market Size (US$ Bn) Analysis by Hardware, 2019-2024
  • 5.4.3. Current Market Size (US$ Bn) Forecast, by Hardware, 2025-2032
    • 5.4.3.1. Sensors
    • 5.4.3.2. RFID Tags
    • 5.4.3.3. Others
  • 5.4.4. Market Attractiveness Analysis: Hardware
• 5.5. Global Proximity Marketing Outlook: Software
  • 5.5.1. Introduction/Key Findings
  • 5.5.2. Historical Market Size (US$ Bn) Analysis by Software, 2019-2024
  • 5.5.3. Current Market Size (US$ Bn) Forecast, by Software, 2025-2032
    • 5.5.3.1. Content Management System
    • 5.5.3.2. Location Analytics
    • 5.5.3.3. Context Accelerator and Geofencing
    • 5.5.3.4. Others
  • 5.5.4. Market Attractiveness Analysis: Software
• 5.6. Global Proximity Marketing Outlook: Service
  • 5.6.1. Introduction/Key Findings
  • 5.6.2. Historical Market Size (US$ Bn) Analysis by Service, 2019-2024
  • 5.6.3. Current Market Size (US$ Bn) Forecast, by Service, 2025-2032
    • 5.6.3.1. Consulting Services
    • 5.6.3.2. Deployment & Integration Services
    • 5.6.3.3. Application Support & Maintenance Services
  • 5.6.4. Market Attractiveness Analysis: Service

6. Global Proximity Marketing Outlook: Region

• 6.1. Key Highlights
• 6.2. Historical Market Size (US$ Bn) Analysis by Region, 2019-2024
• 6.3. Current Market Size (US$ Bn) Forecast, by Region, 2025-2032
  • 6.3.1. North America
  • 6.3.2. Europe
  • 6.3.3. East Asia
  • 6.3.4. South Asia & Oceania
  • 6.3.5. Latin America
  • 6.3.6. Middle East & Africa
• 6.4. Market Attractiveness Analysis: Region

7. North America Proximity Marketing Outlook: Historical (2019-2024) and Forecast (2025-2032)

• 7.1. Key Highlights
• 7.2. Pricing Analysis
• 7.3. North America Market Size (US$ Bn) Forecast, by Country, 2025-2032
  • 7.3.1. U.S.
  • 7.3.2. Canada
• 7.4. North America Market Size (US$ Bn) Forecast, by Location, 2025-2032
  • 7.4.1. Indoor Proximity Marketing
  • 7.4.2. Outdoor Proximity Marketing
• 7.5. North America Market Size (US$ Bn) Forecast, by Technology, 2025-2032
  • 7.5.1. Wi-Fi
  • 7.5.2. BLE Beacons
  • 7.5.3. Near Field Communication-NFC
  • 7.5.4. GPS Geofencing
• 7.6. North America Market Size (US$ Bn) Forecast, by Hardware, 2025-2032
  • 7.6.1. Sensors
  • 7.6.2. RFID Tags
  • 7.6.3. Others
• 7.7. North America Market Size (US$ Bn) Forecast, by Software, 2025-2032
  • 7.7.1. Content Management System
  • 7.7.2. Location Analytics
  • 7.7.3. Context Accelerator and Geofencing
  • 7.7.4. Others
• 7.8. North America Market Size (US$ Bn) Forecast, by Service, 2025-2032
  • 7.8.1. Consulting Services
  • 7.8.2. Deployment & Integration Services
  • 7.8.3. Application Support & Maintenance Services

8. Europe Proximity Marketing Outlook: Historical (2019-2024) and Forecast (2025-2032)

• 8.1. Key Highlights
• 8.2. Pricing Analysis
• 8.3. Europe Market Size (US$ Bn) Forecast, by Country, 2025-2032
  • 8.3.1. Germany
  • 8.3.2. Italy
  • 8.3.3. France
  • 8.3.4. U.K.
  • 8.3.5. Spain
  • 8.3.6. Russia
  • 8.3.7. Rest of Europe
• 8.4. Europe Market Size (US$ Bn) Forecast, by Location, 2025-2032
  • 8.4.1. Indoor Proximity Marketing
  • 8.4.2. Outdoor Proximity Marketing
• 8.5. Europe Market Size (US$ Bn) Forecast, by Technology, 2025-2032
  • 8.5.1. Wi-Fi
  • 8.5.2. BLE Beacons
  • 8.5.3. Near Field Communication-NFC
  • 8.5.4. GPS Geofencing
• 8.6. Europe Market Size (US$ Bn) Forecast, by Hardware, 2025-2032
  • 8.6.1. Sensors
  • 8.6.2. RFID Tags
  • 8.6.3. Others
• 8.7. Europe Market Size (US$ Bn) Forecast, by Software, 2025-2032
  • 8.7.1. Content Management System
  • 8.7.2. Location Analytics
  • 8.7.3. Context Accelerator and Geofencing
  • 8.7.4. Others
• 8.8. Europe Market Size (US$ Bn) Forecast, by Service, 2025-2032
  • 8.8.1. Consulting Services
  • 8.8.2. Deployment & Integration Services
  • 8.8.3. Application Support & Maintenance Services

9. East Asia Proximity Marketing Outlook: Historical (2019-2024) and Forecast (2025-2032)

• 9.1. Key Highlights
• 9.2. Pricing Analysis
• 9.3. East Asia Market Size (US$ Bn) Forecast, by Country, 2025-2032
  • 9.3.1. China
  • 9.3.2. Japan
  • 9.3.3. South Korea
• 9.4. East Asia Market Size (US$ Bn) Forecast, by Location, 2025-2032
  • 9.4.1. Indoor Proximity Marketing
  • 9.4.2. Outdoor Proximity Marketing
• 9.5. East Asia Market Size (US$ Bn) Forecast, by Technology, 2025-2032
  • 9.5.1. Wi-Fi
  • 9.5.2. BLE Beacons
  • 9.5.3. Near Field Communication-NFC
  • 9.5.4. GPS Geofencing
• 9.6. East Asia Market Size (US$ Bn) Forecast, by Hardware, 2025-2032
  • 9.6.1. Sensors
  • 9.6.2. RFID Tags
  • 9.6.3. Others
• 9.7. East Asia Market Size (US$ Bn) Forecast, by Software, 2025-2032
  • 9.7.1. Content Management System
  • 9.7.2. Location Analytics
  • 9.7.3. Context Accelerator and Geofencing
  • 9.7.4. Others
• 9.8. East Asia Market Size (US$ Bn) Forecast, by Service, 2025-2032
  • 9.8.1. Consulting Services
  • 9.8.2. Deployment & Integration Services
  • 9.8.3. Application Support & Maintenance Services

10. South Asia & Oceania Proximity Marketing Outlook: Historical (2019-2024) and Forecast (2025-2032)

• 10.1. Key Highlights
• 10.2. Pricing Analysis
• 10.3. South Asia & Oceania Market Size (US$ Bn) Forecast, by Country, 2025-2032
  • 10.3.1. India
  • 10.3.2. Southeast Asia
  • 10.3.3. ANZ
  • 10.3.4. Rest of SAO
• 10.4. South Asia & Oceania Market Size (US$ Bn) Forecast, by Location, 2025-2032
  • 10.4.1. Indoor Proximity Marketing
  • 10.4.2. Outdoor Proximity Marketing
• 10.5. South Asia & Oceania Market Size (US$ Bn) Forecast, by Technology, 2025-2032
  • 10.5.1. Wi-Fi
  • 10.5.2. BLE Beacons
  • 10.5.3. Near Field Communication-NFC
  • 10.5.4. GPS Geofencing
• 10.6. South Asia & Oceania Market Size (US$ Bn) Forecast, by Hardware, 2025-2032
  • 10.6.1. Sensors
  • 10.6.2. RFID Tags
  • 10.6.3. Others
• 10.7. South Asia & Oceania Market Size (US$ Bn) Forecast, by Software, 2025-2032
  • 10.7.1. Content Management System
  • 10.7.2. Location Analytics
  • 10.7.3. Context Accelerator and Geofencing
  • 10.7.4. Others
• 10.8. South Asia & Oceania Market Size (US$ Bn) Forecast, by Service, 2025-2032
  • 10.8.1. Consulting Services
  • 10.8.2. Deployment & Integration Services
  • 10.8.3. Application Support & Maintenance Services

11. Latin America Proximity Marketing Outlook: Historical (2019-2024) and Forecast (2025-2032)

• 11.1. Key Highlights
• 11.2. Pricing Analysis
• 11.3. Latin America Market Size (US$ Bn) Forecast, by Country, 2025-2032
  • 11.3.1. Brazil
  • 11.3.2. Mexico
  • 11.3.3. Rest of LATAM
• 11.4. Latin America Market Size (US$ Bn) Forecast, by Location, 2025-2032
  • 11.4.1. Indoor Proximity Marketing
  • 11.4.2. Outdoor Proximity Marketing
• 11.5. Latin America Market Size (US$ Bn) Forecast, by Technology, 2025-2032
  • 11.5.1. Wi-Fi
  • 11.5.2. BLE Beacons
  • 11.5.3. Near Field Communication-NFC
  • 11.5.4. GPS Geofencing
• 11.6. Latin America Market Size (US$ Bn) Forecast, by Hardware, 2025-2032
  • 11.6.1. Sensors
  • 11.6.2. RFID Tags
  • 11.6.3. Others
• 11.7. Latin America Market Size (US$ Bn) Forecast, by Software, 2025-2032
  • 11.7.1. Content Management System
  • 11.7.2. Location Analytics
  • 11.7.3. Context Accelerator and Geofencing
  • 11.7.4. Others
• 11.8. Latin America Market Size (US$ Bn) Forecast, by Service, 2025-2032
  • 11.8.1. Consulting Services
  • 11.8.2. Deployment & Integration Services
  • 11.8.3. Application Support & Maintenance Services

12. Middle East & Africa Proximity Marketing Outlook: Historical (2019-2024) and Forecast (2025-2032)

• 12.1. Key Highlights
• 12.2. Pricing Analysis
• 12.3. Middle East & Africa Market Size (US$ Bn) Forecast, by Country, 2025-2032
  • 12.3.1. GCC Countries
  • 12.3.2. South Africa
  • 12.3.3. Northern Africa
  • 12.3.4. Rest of MEA
• 12.4. Middle East & Africa Market Size (US$ Bn) Forecast, by Location, 2025-2032
  • 12.4.1. Indoor Proximity Marketing
  • 12.4.2. Outdoor Proximity Marketing
• 12.5. Middle East & Africa Market Size (US$ Bn) Forecast, by Technology, 2025-2032
  • 12.5.1. Wi-Fi
  • 12.5.2. BLE Beacons
  • 12.5.3. Near Field Communication-NFC
  • 12.5.4. GPS Geofencing
• 12.6. Middle East & Africa Market Size (US$ Bn) Forecast, by Hardware, 2025-2032
  • 12.6.1. Sensors
  • 12.6.2. RFID Tags
  • 12.6.3. Others
• 12.7. Middle East & Africa Market Size (US$ Bn) Forecast, by Software, 2025-2032
  • 12.7.1. Content Management System
  • 12.7.2. Location Analytics
  • 12.7.3. Context Accelerator and Geofencing
  • 12.7.4. Others
• 12.8. Middle East & Africa Market Size (US$ Bn) Forecast, by Service, 2025-2032
  • 12.8.1. Consulting Services
  • 12.8.2. Deployment & Integration Services
  • 12.8.3. Application Support & Maintenance Services

13. Competition Landscape

• 13.1. Market Share Analysis, 2025
• 13.2. Market Structure
  • 13.2.1. Competition Intensity Mapping
  • 13.2.2. Competition Dashboard
• 13.3. Company Profiles
  • 13.3.1. Google Inc
    • 13.3.1.1. Company Overview
    • 13.3.1.2. Product Portfolio/Offerings
    • 13.3.1.3. Key Financials
    • 13.3.1.4. SWOT Analysis
    • 13.3.1.5. Company Strategy and Key Developments
  • 13.3.2. Microsoft Corporation
  • 13.3.3. Apple Inc
  • 13.3.4. Zebra Technologies Corporation
  • 13.3.5. Qualcomm Inc
  • 13.3.6. Inmarket LLC
  • 13.3.7. Shopkick
  • 13.3.8. Estimote Inc
  • 13.3.9. Unacast
  • 13.3.10. HID Global
  • 13.3.11. Scanbuy, Inc.

14. Appendix

• 14.1. Research Methodology
• 14.2. Research Assumptions
• 14.3. Acronyms and Abbreviations