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Wondering exactly how proximity marketing beacons work?

Proximity marketing is changing many businesses for the better. Proximity marketing, along with beacon technology, allows them to reach customers in a targeted way, right when it matters most.

Below, we’ll tell you everything you need to know about these new marketing tools and why they’re so effective.

The Basics of Proximity Marketing Beacons

So what are beacons? Beacons are small Bluetooth-enabled devices that interact with other small devices that come near it. Often, this is a smartphone or a small tablet.

When a customer comes close to a beacon’s location, it will interact with a customer’s device. The beacon may send them marketing messages, tips, or other types of relevant info.

The great thing about beacons is that they are very trackable. Using proximity marketing, you can easily collect data on how a customer interacts with a specific beacon.

Location-based technology and marketing tactics using GPS is nothing new. Yet, beacon technology is a different animal and is even more highly-targeted. It often operates in a much smaller location, such as a specific aisle in a supermarket, for example.

Keep in mind that not just anyone with a smartphone or device can receive the messages. The customer will need to have an app installed which allows the message to be received by their device.

The “Who” of Proximity Marketing

Many types of businesses can potentially use proximity marketing and beacon technology. Yet, retail businesses are currently the ones most apt to use the technology.

Companies such as RiteAid often make use of beacons in their stores. When a customer approaches a certain section or aisle, they’re then alerted to a relevant marketing message or sale.

Another great thing about beacons is that they allow a brand to be extremely targeted when marketing their items to a customer. They can be aimed at a customer who is in a very specific location at the present moment.

Compared to traditional advertising or online marketing, a customer is already in the store and getting ready to make a purchase. They aren’t simply browsing the internet or going about their day.

Because of this, attempts at upselling are often much more effective with proximity marketing beacons.

The Future of the Technology

Beacon technology is continually developing. The possibilities of beacons will continue to grow and change over time.

Google and Apple, are, of course, developing their own beacon technology which is sure to change how beacons are used for the better as time goes by.

While they are mostly used for retail stores right now the possibilities for beacon technology are endless. Many other types of small and local businesses may also use beacons in the future.

Beacons can be used to prompt a customer to take any number of actions. These actions may include giving a customer encouragement to “like” a social media page, for example. It may also include checking in or viewing recommendations and extra info about the business.

As a result, the technology will likely take on many new uses in the coming years and become even more common in our everyday lives.

Final Thoughts

Beacon technology offers a lot of benefits for businesses. The technology is being adopted more and more. As a result, beacons may just change the way retail and other local businesses work as well as the way consumers buy new products.

Ready to develop a great digital marketing plan for your business? Contact us today to learn more about what we can do for you.


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