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Beacon Etiquette

By October 16, 2014 No Comments

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With great power comes great responsibility. As cliche as that sounds its very accurate when it comes to beacons. Beacons have the ability to target a wide range of mobile devices within its proximity as well as provide marketers with a great deal of consumer information and interaction. However depending on how well they use this technology, they can end up making users feel bombarded by advertisements.

In a recent study by InMarket, users that were aggressively targeted with notifications stopped using the app. The research then shifted to targeting with notifications that aimed to engage users in more informative ways. Rather than message the user when they enter, they sent messages to them in specific contexts and delivered helpful messages to them. By delivering more contextually appropriate notifications relevant to the mobile moment which can be defined as the time and places a customer pulls out a mobile device to access vital information in context to the task at hand. Beacons proved to be more effective and achieved an increase of approximately 5 times more interactions.

The landscape of beacons right now can be compared easily to that of the early days of internet advertising. There’s a lot of experimentation and it is taking brands time to zero in on effective strategies as well as the software and hardware pairing that will yield the best results. Thus far the research has shown that beacons are better suited as an informational platform rather than the overused shopping messenger that has quickly become infamous. Yet the data-mining tools and capabilities within the beacon world have been underutilized.