Geofencing and beacons are the primary elements in location or proximity based marketing.  Not everyone understands the how and why of best use cases for proximity marketing, and too many people do not grasp “how much is too much”.

ZDNet ran a great article about the quiet rise of beacon usage in main stream retailing earlier this year – 

According to Dunphy, a mobile app using basic push notifications without location data has an average open rate of 4 to 8 percent. But when using a geofenced message, the open rate increases to 25 to 30 percent. By contrast, a coupon sent via email has an open rate of just one or two percent, at best.