Location-based advertising is an increasingly popular format in digital advertising that allows marketers to optimize their customer targeting, presenting more relevant ads to the users. This allows companies to boost the ROI on their marketing campaigns. However, often GPS and WiFi services fail to offer the granularity needed to determine the exact location of the customer and offer precise content, restraining the quality of their output to an area or neighbor location that limits the possibilities of the ads.
Beacons emerge as small hardware devices that communicate with
mobile phones and other devices with wireless capabilities (e.g.
Bluetooth) located in their proximity to provide an exact location of the customer. They also feature specific
capabilities like the possibility to send personalized messages. Although beacons still present certain limitations that are being solved (e.g. energy issues, or
use of Bluetooth by customers), they are expected to revolutionize mobile
advertising by improving the relevance of the content and therefore the response
rate and leads originated in the customer. As a sign of their potential, Apple
is heavily investing in them, as they launched its own proprietary system last
year called iBeacon.
In this interesting article we can read a complete description
on how beacon advertising works and how to make a better use of it. A
better way to use beacons
No comments:
Post a Comment