With the holiday shopping season in the past tense, the world of beaconing marches forward, armed with many more insights into what is working so far.
Following the inaugural and highly acclaimed beacons conference in New York, MediaPost is taking its new “IoT’ event series on The Internet of Everything to Chicago, with another deep dive into Beacons as retailers become marketers’ new digital access points for customers.
The retail world, like everything else in a totally connected world, is being transformed by beacons, small radio transmitting devices that are opening up a whole new world of local and highly targeted and personalized marketing.
This is geofencing on steroids, though a trickier and more complex landscape to navigate. The explosion in proximity-aware mobile beacons presents marketers with new ways to precisely and intimately interact and engage with consumers at malls, in stores and at the product level in every aisle. With more than 30,000 beacons active in the U.S., it’s still early on the way to the millions coming.
There are a multitude of both closed and open beacon networks, a myriad array of new and emerging mobile beacon advertising models and a growing number of beacon strategic choices. Brands can go direct to consumers by beaconing them right to their products.
But first, retailers, brands and a new cottage industry of third parties need to make hard strategic choices. What do the new, in-store, mobile advertising platforms look like? Who will control the experience before, during and after the store visit? Who are the players, familiar and new? Where does the agency fit in? What about the ad networks? And what are the implications of tightly tying together ad, marketing and payment operations?
IoT: Beacons shines a light on the whole gamut of mobile marketing and advertising choices, highlights early best practices from the holiday shopping season and beyond and identifies the potential pitfalls in nothing less than a revolutionized relationship between store and customers.
Following the holiday shopping season, it’s time for a beacon reset.
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