The “Four P’s of Marketing,” (Product, Price, Promotion and Placement) have been used as the primary pillars of marketing strategy since the 1960s, serving companies and investors very well.

And although the Four P’s have gone through various iterations over the years, I believe that another “P” – “Proximity” – is most relevant to investors today, as it represents the final connection between companies and consumers. With Bluetooth-enabled devices and a consumer who has expressed a willingness to receive ads, leading retailers and brands including Apple, Macy’s, Coca-Cola and more are utilising Proximity Marketing to close the last gap between the customer and the register.

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