Beacon Marketing: Be Wary Of The Hype

Beacons have a great deal of disruptive potential as they bridge the digital and physical worlds. I quite like this quote from Steve Cheney, SVP at Estimote: “Beacons as a platform are really a wedge into ‘appifying’ the physical world. They give context to a physical space. They are a way of actually extending the network intelligence to the edge again, something that has been missing since the desktop era. Beacons are truly a way of giving your smartphone eyes—place dumb signs around you and let your phone discover and read them.”

Beacon technology offers new opportunities for marketers across a wide range of industries and verticals. In particular, they enable marketers to:

  • Engage consumers in their mobile moments via in-app interactions.
  • Improve the customer experience.
  • Understand customer behaviors by leveraging analytics.
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