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iBeacons: A Marketer’s Dream or Consumer’s Nightmare? | WIRED
The iBeacons circumvent the expense of Wi-Fi and the inaccuracy of GPS targeting indoors, built into devices running iOS 7 or Android 4 or higher. They can be placed seemingly anywhere, including stores, hotels, stadiums, museums, amusement parks and airports, to guide people along their journey in real-time.

Smartphone adoption and mobile app usage provides marketers with an opportunity to engage consumers when they are near a branded location or point of interest using real-time location-specific targeting. ....Contextual relevancy is key. A grocery store shopper may seek a deal on an ingredient for a saved recipe in Epicurious, a traveler may prefer mobile check-in functionality, and a visitor to an amusement site like The World of Coca-Cola may enjoy custom frames and backdrops for family photos. While the possibilities for engagement are limitless, marketers must understand each step in the customer journey and provide contextually relevant functionality specific to the location.

For example, in April WWE used its mobile app and iBeacons to drive fan engagement at its biggest event, Wrestlemania. Fans at the New Orleans convention center could receive notifications about when and where their favorite wrestling stars would be available for autograph signings. App users benefitted from a spot in the line ahead of those not using the app.
Apple  Bluetooth  engagement  sports  contextual  Opt-In  iBeacons  indoors  hotels  stadiums  museums  amusement_parks  airports  location_based_services  customer_journey  customer_touchpoints 
may 2016 by jerryking
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