Tell me more about Beacon !
Beacon
technology is becoming a new trend for companies to practice marketing in a
different way that the traditional one: marketing digitalized. Indeed, using
Internet and apps, marketers have seen here the opportunity to target the
customer by giving them a very specific and individualized information.
As devices
becoming really sophisticated, brands need to find a new/better way to ensure
that customers continue to engage with through promotions and incentives.
This technology
works through little sensors based on Bluetooth Low Energy.
Beacon can be
seen as an intrusive way to reach customers but, actually, promotions will get
to them based on how they shop. What is quite impressing in this kind of scheme
is that the customer can be continuously doing something. Anywhere he would go,
the customer can receive an information about what to do at that moment, and so
pushing him to buy, or at least to visit the store (which is already a huge
gap : attract consumer).
Firms use this
technology, in one hand, to create a close and personal relation with consumers
with offers and different push messages, in another hand to get information to
make this relation even more personal and adapt to each person. This kind of
marketing is very clever. Before that, to get information about consumer needs
was not so easy, and it is still a long procedure sometimes : for example
head a market study takes time to gather information, analyze it and to use it
appropriately. With Beacon, as the message is personnalized, the consumer can
provide, by its own willingness, the information the company needs. Then the
company can better target, the customer will give more information, and that is
a virtuous circle : we could also nominate the a « Data
Marketing ».
By doing this,
firms can also try (it would be a lot of work for IT guys) remarket directly
with beacons. Imagine if companies, with data they have on what you checked on
the website, are able to give you a promotion directly related to your
research. That would create a purchase and also make you go to the store to get
this promotion. Beacons seem to
be a real opportunity for marketers but only if they use it right.
Everyone does
not yet accept it and you have to download the application (one for each brand)
and turn your Bluetooth on. This is not so much to do, but, even if you put
information panels at the entrances of the store, not everybody will look at it
and take time to do it.
The only way to
make customers do this is by proposing a real service and real advantages and
not only promotions that pop on your phone every 5 minutes you spend in the
store. This is the real challenge for brands in order to make beacon essential
because this how you’ll get a lot lot of data on the time spent, the path of
consumers and when do they go shopping, which will improve the system.
From MarketingTechNews
By Gaetan Lusven and David Delpoio
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