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
Beacons can act as “cookies” of the physical world, giving indications on the physical places that consumers visit, provided the users have given consent for the app to capture their location. By passively tracking behaviors through aggregated and anonymous location data, brands can gain meaningful insights on their customers’ behaviors in the real world.
In the longer run, beacons will also facilitate attribution of offline performance to mobile marketing by matching data on mobile ads and in-store purchases.Read more