The Most important Things You Need to Know about Beacons
The current marketplace has become noisier because of many channels all working towards the same goal; winning clients and making them take a beneficial action. As a digital marketer, you have to select the right platform that delivers the message and persuades the clients to take the action you want. One of the unique platforms you can use is Bluetooth beacons. Using the right app, it is easy to know the right beacons, analyse the data, and align your marketing strategy to win more clients.
However, as you position your brand to utilise beacons as a digital marketing strategy, the following are some of the most important things to know.
What are Beacons?
These are small battery powered devices that utilise BLE technology for transmitting signals to devices like tablets and smartphones within a very short range (about 300 meters). They detect the devices so that you can send them messages and notifying clients about the brand, messages, offers, and other info that can persuade them to come and buy.
You can position beacons in a store to tell clients about the new offer at a particular section, airport notifying travellers of your tax services or even arenas. Then, the mobile phone owners can engage with the store to check on discounts, offers, and other details.
Beacons are independent of specific platforms
While Apple was the first company to come up with beacons, more players have entered the market in the last decade. Apple only owns iBeacon, and all the others are platform independent. A beacon is a low energy physical device designed to send out packets to clients within your store location. As a marketer, the focus should be getting a powerful signal within a reasonable distance (about 70-120 meters). In many instances, the longer the distance of signal transmission, the shorter the battery life. For example, a beacon that transmits a signal only 10 meters could last for about one year while another one transmitting a signal to about 30 meters only stays three months.
Beacons are great devices to help your marketing teams get customer insights:
When you install beacons, it is easy to know how long clients are taking in a specific section of the store and use the information for retargeting. If clients take a lot of time in a particular section of the store, it means they have an interest in the products on display. A marketer should follow such clients for remarketing to drive sales. Other e-commerce store managers are using the beacons to boost customer loyalty programs. By notifying customers via direct messages, they are 53% more likely to open the messages compared to other standard methods.
Beacons will deliver better results when used together with other marketing strategies:
While it is no doubt that beacons will drive a lot of people to your store, stand at a trade fair, or another point of interest, they should never be used alone. As messages pop to every mobile phone user within the beacon signal, some people hearing about your brand for the first time might not be persuaded to buy. Therefore, you should apply other marketing campaigns on social media marketing, use blogs, displays, PPC, and network to inform and grow the brand community.