Beyond Proximity Offers: The Second Act of Beacons is Underway

The incredible metrics and insight-forward opportunities that beacons bring to mobile are at the living, beating heart of the device.

Beacons, once the herald of mobile marketing’s data-driven future, these days need a public relations makeover. We can see that in articles like this one, recently published in VentureBeat, which would have us think that beacons are dead.

Beacons are not dead, however—not even close.

Instead, the incredible metrics and insight-forward opportunities that beacons bring to mobile are at the living, beating heart of the device, and while beacons can present some hurdles for brands and retailers—how to deploy at scale being one of them—their value is crystal clear when it comes to the data they collect. As recently as August, leading analysts assessed beacons to be central to the conversation when it comes to the data that drive analytics and insights. “Don’t limit your target audience for beacon use to just the customer,” advises Chris Pemberton, writing for Smarter With Gartner. “These technologies can assist with analytics.”

Understanding beacons as part of a brand’s dynamic mobile mix—as, in particular, an element of campaign measurement and analytics increasingly instrumental to building positive outcomes—let’s dive in again, putting beacons in the data-driven context they deserve.

Read the rest of this article at Street Fight.

 

Ryan Nabors is Director, Retail Solutions, at Verve.

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