When we speak again we imagine we are faced with something that we have never "known" or known had ever "existed".

In marketing, as in other things, new or old is only a relative concept that can be traced back to a temporal situation. Trends and fashions intertwine over time, modifying their expressions and styles, taking from the past and bringing it back to the present, dreaming of the near future. But aspects close to the time contrast the theories, bringing new possible phenomonologies to the attention of marketing.

Here we talk about proximity marketing.
Let's start as good "connoisseurs" from his (mine) definition. It is an expression of marketing that declines its forms and actions in a territorial area limited to a perimeter in which it encloses its target in a set of distinctive values. It is not territorial because it communicates to the territory. It is territorial because it communicates ON THE TERRITORY, using means and methods that adapt to the area in which its action is limited. It does not have a defined target. It moves by adapting to the territory and to the target that lives in the area.

The mix between market needs (1) and sociological phenomena (2) has given "fuel" to proximity marketing. 1) the market feels the need to get closer and immerse itself more and more in the customer's life. “creates and invests” in communities to group them together and keep them under control. It studies them and influences their purchasing behaviour. 2) the society of buyers, for its part, has found itself, through technologies, at the center of a system that allows it to highlight its needs in favor of answers that sometimes appear close, other times slow in arriving.

We are discovering the effectiveness of this methodology in this period. The market for providers of ideas, content and technologies is emerging now but there are already too many companies that have been created in a disorderly and unimaginative manner by exploiting current technology to "shoot" text messages on cell phones. Let's hope that some "enlightened" people wake up and combine communication skills with technology. It is essential to give quality to these new forms of communication so that they can be effective and convincing. Investments will not be long in coming. To date, the few experiments we know of are still too poor for predictions to be made. But if we keep the customer's central position at the center of attention and the need to get closer to his "life" and his experiences, we can imagine that we will hear a lot about proximity marketing from here in the future.

Here you will find some further comments on this topic. We will say much more together in the next posts, but in the meantime, precisely because there would be no better opportunity than this (a new one coming forward) I leave you with a couple of thoughts that have followed my entrepreneurial movements for a few years: first of all it is essential to know and analyze the society of buyers to promote an intelligent and effective policy of doing. And secondly, we have the task of promoting merit to stop the improvisations that extinguish potential and delay progress.