Proximity marketing is the localized wireless distribution of advertising content associated with a particular place. Transmissions can be received by individuals in that location who wish to receive them and have the necessary equipment to do so. E.g. You will get a notification of any promotional offer/discount whenever you are near to your favourite fashion store if you have the app of that brand.
Bluetooth, a short-range wireless system supported by many mobile devices, is one transmission medium used for proximity marketing. The process of Bluetooth based proximity marketing involves setting up Bluetooth "broadcasting" equipment at a particular location. These devices are often referred to as beacons.
We at Mobiloitte has already developed many proximity marketing solutions based on iBeacons & Eddystone. Any customizable content can be designed at the server end and will be pushed to app whenever the user is near that beacon.