For those who are familiar with the world of marketing, this will not be the first time you have read the word “beacon” (not bacon). But for other people this term is totally outside their vocabulary. Beacons are very useful in marketing strategies, especially for the retail or services sector. However, its use has not yet become very widespread. One of the reasons may be ignorance. So we are going to explain to you what this technology is about and what uses it can be given.
What are beacons?
This is proximity technology, such as QR codes and NFC. Beacons are small devices that work through a Bluetooth connection. So that? To be able to connect with other devices, although they are designed to interact with smartphones. In this way, messages and notices are programmed that will reach smartphones that are within their range of action (about 50 meters).
On the other hand, users will only have to keep Bluetooth activated on their phones. Some devices will also need to have an application that displays the messages sent by the beacon. That’s all. You don’t have to configure anything, just wait for the notifications to arrive.
It is a truly interesting tool for marketing. The interaction with the user becomes very direct. And, furthermore, if he does not want to receive any communication, he will only have to deactivate Bluetooth. That is, there is no room for spam, since it is the user themselves who chooses whether they wish to receive information. But information about what? We tell you now.
What are they used for?
Initially, beacons were designed to help consumers by providing them with information about nearby places or activities. However, it is such a promising technology that it could not be taken advantage of in marketing and advertising.
The most common places to place the beacons are commercial areas, since it is in the retail sector where it has been best implemented. Brands can benefit from this technology in various ways, for example:
– Imagine that you are shopping in a clothing store and you stop at the children’s section. The beacon installed there will notify you of the offers that currently exist on children’s clothing.
– Put yourself in another situation. You are in the supermarket in front of the butcher shop and suddenly a recipe for sirloin with vegetables arrives on your cell phone and shows you the way to get all the ingredients.
Another sector in which the use of beacons is attractive is tourism. The message can also reach users in the form of a video or image, so creating ads that invite you to travel is the best option in this case. If someone passes by a travel agency with Bluetooth connected, they will receive an offer they cannot refuse. And, what’s more, you can get it by taking just a few steps, no more than 50 meters.
This is an interesting device to use in museums and exhibitions. As the visitor tours the gallery, he or she receives interesting information about the works. And when you reach the end of the exhibition, you receive a notification with information about upcoming events and presentations.
Know your target audience
Beacons are not only useful for attracting potential buyers. They also generate a lot of interesting data to direct the company’s future strategies. Within an establishment we can follow the route that customers follow and see which places they stop for the longest. What interests them and when. In this way, a new, more personalized campaign focused on the preferences of our target can be carried out.
The possibilities of beacons are as many as the imagination allows.
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