User Control in Proximity Marketing: A Basic Consensus Algorithm

A marketing strategy, which is a comprehensive plan, describes an organization's approach to promoting and selling its products and services, including target audience identification, brand message, and promotional techniques. Proximity marketing is a type of marketing strategy that uses wireless technologies to target customers based on their geographic location or proximity to a specific store or location. Businesses regularly use it to get customers to their physical locations, increase sales, and raise awareness of their brands. Using wireless technologies like Bluetooth and Wi-Fi, targeted messages are sent to customers' mobile devices when they are near a physical store in a sort of location-based marketing. Concerns around data security and privacy are one of the potential issues with proximity marketing. Customers can feel that their data is not under their control or that it is being collected and used without their consent. Businesses can take steps to address these worries, such as providing customers with the choice to opt-in or opt-out of receiving marketing messages and being explicit and honest about data collection and use. Even when customers explicitly accept the gathering and usage of their data, they may nevertheless feel uneasy about it. So we suggest a Control Algorithm (CA) inspired by the concept of the consensus algorithm in the blockchain, which would give people control over their data rather than businesses, in order to solve these concerns. And this can support the development of customer and business confidence.