If you are a business owner or a marketing professional, you might have come across the term ‘beacon technology’. This is a technology that has come a long way ever since its launch by Apple in 2013 and is likely to continue booming. As per a report by Research Dive, the global Smart Beacon Market is foreseen to surpass $17,497.4 million in the 2021–2028 timeframe. It is safe to say that this technology has a lot of potential and is likely to significantly contribute to the marketing arena in the years to come.
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What’s So Special about Smart Beacon Technology?
The smart beacon technology possesses lots of potential as well as applications. Let’s dive into some of the advantages of this ground-breaking technology.
Enhanced Offline Attribution with Google Ads
By linking the signals of a beacon to the Google Ads account of a business, a business can obtain several valuable insight into the searchers’ offline activity and might as well aid in tracking in store visits for a business.
Both businesses as well as marketers expend billions every year for online advertisement; as a result, knowing the offline attribution of your business is extremely imperative. Usually, marketer’s find it troublesome to comprehend how their efforts on online marketing are linking to offline attribution. However, by keeping a track of important interaction points of users that have tapped on your digital ads, one can identify the effectiveness of digital ads in driving customers as well as sales to your business.
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Out-of-store marketing
Although out-of-store marketing has not got much attention as much as it was anticipated, it however, has ample of latent for the businesses and marketers keen about investing in it.
Any significant data that your business wishes to convey to its target audience can be communicated directly to any of the receptive devices that are inside the proximity of the beacon of the business. This might be a humble alert to inform the customers that they are nearby your business. Or else, the alert can be somewhat more intricate, such as sending messages about discounts, offers, loyalty programs, etc. that are offered by your business. Also, the businesses themselves can send notifications of discounts on individual products using the in-store beacons.
Modern Data Gathering
What positional precision smart beacons can offer to a business is much debated; nevertheless, it is certain that this Bluetooth technology is an advancement on other proximity technologies such as Wi-Fi and GPS. With better precision, a business can collect more consistent and trustworthy data on how and where its customers are traversing all through the store.
A business can make use of this information together with the ecommerce statistics to increase the product listings and in-store layout.
Improved Google My Business Listing
Implementing a beacon in your business can help improve the Google My Business listing. A smart beacon can aid in tracking busy time slots of your store, which can help a business owner or marketer in enhancing the precision shown in the Google My Business listing. Through the Local Guides service offered by Google, a business can gather more reviews. Also, a smart beacon can aid in collecting more data on check-in and request users to post photographs of the location.
Importance of Beacons in Marketing
The potentials of smart beacon technology in location-based technology and proximity marketing are copious. As a data collecting tool, a smart beacon offers Google a chance to better-understand businesses that make use of their services, as well as the users themselves, for improving its algorithm.
The logistics industry and transport sector are among the key patrons of upgraded location-based technology. Apart from tracking of objects, beacons can also be used to keep a track of individuals, for instance: patients or doctors in hospitals at the time of emergencies. The emphasis might have at first been on the retail sector, nonetheless as the smart beacon technology progresses, it can be used even in other sectors.
The Way Ahead for Smart Beacon Technology
It is tough to guess how prevalent smart beacon technology will become; the technology is still comparatively in steady progress and has had its fair portion of hindrances. Eventually, beacons are likely to help businesses better understand their potential customers, thus supporting and supplementing the other marketing activities.
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