Embrace This Powerful Technology and Take Your Marketing to the Next Level
Today, both B2B and B2C marketers are presented with an opportunity to provide enhanced customer experiences, thanks in part to a new and powerful technology: Beacon applications.
A beacon is a wireless device that communicates with a customer’s smartphone within range using low-energy Bluetooth connections. With the right app installed on a mobile device, beacons can collect a customer’s data, determine their proximity, and send them notifications and content.
It’s taking the marketing world by storm and many are seeing the benefits. An article from this past July by RetailingToday.com describes a recent partnership between Swirl Networks, a provider of a leading iBeacon marketing platform, and Motorola to deliver enhanced product, sales and service to leading retailers. As a result, retail environments can take customer interaction to a new level. Take Macy’s and Kenneth Cole for example, who are personalizing the in-store experience by engaging with shoppers through personalized digital content through beacon rollouts.
In the B2B environment, Metrie, a leading distributor of solid wood and composite wood mouldings and supplier of interior doors, released an app earlier this year that utilizes iBeacon technology to enhance the experience at its trade show booth. So, how can you begin to employ beacon marketing in the near future?
- Events and trade shows: Similar to Metrie, beacons can significantly improve attendees’ experiences at your booth. For instance, welcome messages can be pushed out to their mobile devices once they arrive. Overall, attendee data can be delivered to exhibitors to pinpoint popular booths.
- In-Store: Once a customer enters the store, your staff can obtain a notice to properly greet them and provide them with the information they need and want to know.
- Content Marketing: Within store range, relevant content such as digital copies of your company’s newsletters, flyers, videos, and more can be pushed out to customers.
For more information on Swirl’s partnership with Motorola and iBeacon marketing capabilities, give Retailing Today’s article a read.