Mobile Beacons 101: An Intro to Proximity Marketing Tech
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This presentation is designed to provide a fundamental outline of what mobile beacons are, how they work and how they can be applied to practical marketing campaigns.
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Mobile Beacons 101: An Intro to Proximity Marketing Tech
- 1. Beacons101
- 2. An Introduction to Mobile Beacons Beacons are here Beacons are here and they are a very big deal.
- 3. An Introduction to Mobile Beacons Beacons are here
- 4. An Introduction to Mobile Beacons What is Bluetooth LE? BLE is a specification The specification is used to create Bluetooth LE chipsets The chipsets are embedded in devices
- 5. Beacons are hardware devices that can emit and receive BLE signals Beacons can be placed throughout any targeted area that emit a by other BLE enabled devices. An Introduction to Mobile Beacons What is a beacon?
- 6. An Introduction to Mobile Beacons Do beacons beam data to phones? Send & Receive data from … … health sensors. … a heart rate monitor. … a fitness tracker. … a refrigerator. … a watch. … a thermostat. … a lightbulb. … other mobile phones.
- 7. An Introduction to Mobile Beacons How do beacons work? Bluetooth LE devices transmit small packets of data Which wake-up a “listener” to let it know that it’s there Oh, Hello!
- 8. An Introduction to Mobile Beacons How do beacons work? 2-3’ 3-10M Which then let’s you calculate PROXIMITY to the beacon 70M Oh, Hello! You’re Nearby. Remember NFC? It only works here.
- 9. The NFC Killer? An Introduction to Mobile Beacons Technology Comparison Bluetooth LE has an advantage over NFC due to it’s longer range and affordability and also because both Apple and Android devices support the technology.
- 10. Yes, but they work differently. An Introduction to Mobile Beacons Do beacons work with iPhones and Android phones? For Android users to interact with beacons, they have to have the app running on their phone, at least in the background. (Android apps must scan for BLE) Only iOS 7 and iOS 8 devices constantly scan for BLE and wake up relevant apps — even if they are closed — when they come within range of a beacon.
- 11. The physical device is any BLE device that is configured in a particular way so it’s recognized by the iOS as an iBeacon. When an app is iBeacon-enabled it just means that it has announced to the core iOS that it needs to be consulted if the device detects a BLE device emitting a specific BLE advertising signal. An Introduction to Mobile Beacons What is an iBeacon? Is it just an Apple beacon? iBeacon is NOT an actual physical device - iBeacon is the software.
- 12. An Introduction to Mobile Beacons Why marketers care? Source: www.ebizu.com
- 13. Post-beaconing: Location Info Captured Now, Used Later. An Introduction to Mobile Beacons Why marketers care?
- 14. User needs your app User must have app on (does not need to be “open”) User needs Bluetooth BLE compatible device User needs Bluetooth on User must allow you to push notifications An Introduction to Mobile Beacons Requirements
- 15. Are Beacons going to creep people out? There is a potential to annoy a customer. There is a potential to alienate a customer who finds location awareness intrusive. There are possible issues of legality if you plan on tracking specific user behavior / location. (varies by country) An Introduction to Mobile Beacons Primary concerns
- 16. Sell more stuff. An Introduction to Mobile Beacons Use Cases - Retail
- 17. Enhance the entertainment experience. An Introduction to Mobile Beacons Use Case – Entertainment Venues
- 18. Educate An Introduction to Mobile Beacons Use Case - Hotels
- 19. With Apple on board, Bluetooth LE is the first proximity technology supported by all the major mobile platforms. Apple might have been the last to figure out what kind of technology to use, but somehow it’s getting all the buzz and credit. (Imagine that) An Introduction to Mobile Beacons Why Now?
- 20. An Introduction to Mobile Beacons Why it matters? In a Word: Context We can now deliver content and experiences to users based on precise proximity to things in the physical world – making it a whole new customer engagement channel.
- 21. An Introduction to Mobile Beacons Why it matters?
- 22. Thank You
Editor's Notes
- Analyst firms all over the world recognize Bluetooth Smart as a key enabler in the Internet of Things.
- How big?
- Bluetooth Smart makes it easy for developers and manufacturers to create solutions that will work with the billions of Bluetooth enabled products already in the market today. BLE features ultra low power consumption that allows devices to remain in service for years. BLE allows both encrypted paired transmissions or quick broadcast data transmissions between sensor nodes and smartphones. With the ability to calculate distances between fixed points and mobile objects, BLE is ideal for real time indoor localization applications and mobile tracking where GPS cannot be used. Smart Ready (connect with sensors) = Phones, Tablets, Laptops, TVs, etc. Smart (products that send information) = heart rate monitors, proximity sensors, smart watch, etc.
- Think of it as a lighthouse emitting light in regular intervals. Mobile apps can listen for that signal and, when they receive it, trigger a location-based action.
- Beacons do send small bits of data, typically a unique identifier. This allows mobile apps to differentiate between beacons and perform an action when necessary (that is, a location-triggered notification). Think of it as the combination of a hyper-accurate GPS coordinate or an IP address. The identifier consists of three components: a UUID, which is specific to a beacon vendor; a "major," which is specific to a region, like a store location; and a "minor," which is specific to a sub-region, like a department within a store.
- A beacon transmits radio waves, which can penetrate physical barriers like walls, unlike Wi-Fi or cell signals, which are often disrupted. BLE consumes only a fraction of the battery power that classic Bluetooth does.
- iPhones and iPads can do this thanks to Apple's iBeacon protocol. Android devices, on the other hand, do not have a beacon system of this type at the operating-system level. Beacon scanning at the app level means there is more of a battery drain for Android users.
- Targeted Messaging Based on Location NEW SPACE FOR MULTI-LEVEL MARKETING Location based marketing allows a company to target a user with a more general message that can prompt a visit or action. It expands the scope of targeted marketing to offer a more intimate and direct interaction. GOOD CUSTOMER EXPERIENCE CORRELATES TO LOYALTY AND WILLINGNESS TO BUY According to a worldwide Jack Morton Study, 87% of all customers are more likely to recommend a brand and nearly 60% would be willing to pay a higher price if they had a great experience.
- This is the equivalent of mobile cookies, but dropped into a smartphone via beacon triggers. The location information is captured without the app ever opening. Only consumers who agree to allow this information to be captured would be served the targeted ads later.
- Welcome into the store or department Highlight great deals or product info Customize shopping with information from user account and loyalty status Optimize in-store operations with shopping habits and traffic pattern insights
- Encourage app engagement before, during, and after the event Deliver personalized greetings, interesting facts or history Direct fans to the shortest lines Offer special access for sponsors
- For the UN’s International Day for Mine Awareness, New Museum in New York City hosted an exhibit that used iBeacons to simulate a virtual minefield and let anyone experience the danger of land mines. When a person comes too close to a transmitter, it acts as a land mine and detonates, filling the user’s headphones with a jarring, visceral explosion followed by an audio testimony of someone’s actual experience. Users are then invited to make a small donation of $5 to help ensure no one ever has to go through what they just did. Great use of immersive technology to drive home a message.
- Just think of all the things you’re “near” in a day. These objects can now trigger custom events on your smartphone apps.
- Just think of all the things you’re “near” in a day. These objects can now trigger custom events on your smartphone apps.