- Be Wary of Beacon Technology Hype in
mCommerce Daily on
08/25/2014
Marketers at retail companies were the first to test beacons and implement in-store marketing, but now marketers in other industries, including fast-moving consumer goods, travel and hospitality and
conference and event organizing, are starting to embrace the technology. Beacons have a great deal of disruptive potential as they bridge the digital and physical worlds, but marketing leaders must
resist the hype and think strategically and responsibly about how - and if - to implement beacon marketing programs.