In proximity marketing, people are sent advertising messages spontaneously based on their current location. Small radio modules transfer messages about local deals to passers-by at bus stops or stores. The technology behind this is beacons – a class of Bluetooth devices. A network of beacons can enable precise customer targeting and navigation even at the point of sale. In this way, information does not just get closer to people, but proactively introduces itself to them. Through their integration into their surroundings, beacons become valuable companions and change the shape of customized marketing.