Beyond SEO: Proximity Marketing With Bluetooth Beacons

Beyond SEO: Proximity Marketing
w/ Bluetooth Beacons
Presented by:
Casey Markee – SearchEngineNews.com
Greg Gifford - DealerON

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Get this Presentation @ Slideshare:

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 Beacons as Lighthouses
 Hyperlocal Marketing
 The 411 on Beacons
 iBeacon vs. Eddystone vs. AltBeacon
 Beacon Case Studies
 Designing your Beacon Campaign
 Session Takeaways & Resources
What will we Learn Today?What will we Learn Today?

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Beacons as Lighthouses

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“One simple purpose
in life. I'm a beacon.
I send out my signal.
That's all I do.”
- The Lighthouse

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“BLE Beacons are the Lighthouses of the
21st Century.”

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“Beacons are low-cost transmitters that use
Bluetooth Low Energy to provide Bluetooth smart
devices a new level of proximity awareness”
- Casey Markee

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Beacons are the KEY contextual component of the
Internet of Things (IoT). They alone have near
universal compatibility with mobile devices!

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Hyperlocal Marketing

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Remember Minority Report?

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Image Credit: MobileLeadsLocal.com
Beacons = “Convenience Marketing”
“Delivering a personalized marketing message for a product or
service in real-time to a target consumer exactly when they
need it!”
- Casey Markee

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The 411 on Beacons

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Beacons are Small but POWERFUL!
Beacons are about the size of a quarter and
cost between $5-80 each.

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Beacons are Small but POWERFUL!
Beacons are about the size of a quarter and
cost between $5-80 each.
Visit bit.ly/beacon-hardware-guide
For a Full Review of Beacon Price Points

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How do Beacons Work?

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What can you do with Beacons?
Image Credit: Kinetica.mobi

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Main Beacon Wireframes & Evolutions

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 Facebook “Places Tips” trigger
when within 100 ft of beacon.
 Serve a “Welcome Note” to
Visitors.
 Serve prompts to “Like” the page
or “check-in.”
 Feature posts from your page or
those of your Fans.
Facebook Beacons: Cool but Limited.
http://bit.ly/facebook-beacons

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Apple iBeacons: App-Focused & Hot
 App-Based (put can also use
Apple PassBook)
 Proprietary (but does work on
Android)
 Can send messages only through
UUID (Universal Unique
Identifier)
 No use of EIDs (Ephemeral
Identifiers)

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AltBeacons: 1st Open Beacon Specification
 1st Beacon for non-iOS devices
 Open to everyone and every
type of advice…for free.
 Does not favor one vendor over
another and no fees or royalties
collected or needed.
 Ability to have different
Manufacturer IDs & different
Beacon codes.
http://altbeacon.org

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Google Eddystone: The New Kid on the Block!
 Supports URL and App for
messaging.
 Open-Source (available on
GitHub)
 Can send messages through
UUID (Universal Unique
Identifier), URL or Telemetry.
 Uses EIDs (Ephemeral
Identifiers) for secure tracking.

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Why should you use Beacons?
Image Credit: Swirl.com

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“By adding significantly more capacity to
advertising transmissions, Bluetooth 5 will further
propel the adoption and deployment of beacons
to users around the world. ”
- Mark Powell, Bluetooth SIG

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There will be 4.5 Million Beacons
installed in the US by 2018!

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“400 Million Beacons Worldwide by 2020”
- ABI Research

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“Eddystone forecast to
become the dominant
beacon standard by
2020”
- ABI Research, 2015

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Why Eddystone?

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Why Eddystone?
800 million additional users ready to
interact with beacons as Android makes
up 80% of smartphone market

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Why Eddystone? Google I/O “Beacon Tools” Launch
http://bit.ly/beacon-tools

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Why Eddystone? Google I/O “Beacon Tools” Launch
Google Beacon Tools for Android and iOS can
be used to provision a beacon, attach
content, and serve it through your apps!

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Beacon Case Studies

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The Future for Mobile is all about the
“Digital Concierge”

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Did you know you can already use
BLE beacons to “check-in” to your
hotel?

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iBeacon Case Study: Starwood Hotels (SPG)

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Or use them to “navigate” your next
trip to the grocery store?

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iBeacon Case Study: Marsh Supermarkets (IN)
http://bit.ly/ibeacons-101

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Need to “catch” a train? There’s a
beacon for that as well.

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Eddystone Case Study: TriMet PTA (OR)

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You can even FIGHT human
trafficking with beacons!

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Eddystone Case Study: Beacon of Hope Project

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Eddystone Case Study: Beacon of Hope Project
Equip public restrooms with Beacons &
“Dash” buttons to signal for help and rescue!

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In Short: Beacons are Bad-Ass!

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So How do I get Started?

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Get a Beaconstac Starter Kit – Costs $89!
 Comes with 3 enterprise-grade
BLE Sensoro beacons
 Supports BOTH iBeacon &
Eddystone
 Each beacon can cover up to
50ft and last up to 3 years.
 The longer the distance, the
shorter the battery life.
 Full support and analytics
provided up to 1 year.store.beaconstac.com

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Or…Use an Existing Beacon Network!

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Or…Use an Existing Beacon Network!
Mobiquity operates a beacon network in
400+ major shopping malls in the U.S.
7500 unique retailers leverage that
network!

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Designing your Beacon Campaign

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Understand your “Duty of Care”

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Does your Messaging Provide “Value?”

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What is the Optimal Context & Timing
for my Beacon Messaging?

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Where can I most “Efficiently’ Deploy
my Beacons?
estimote.com/indoor - Indoor Location SDK

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Are you Avoiding “Notifications”
Overload?

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Are your Beacons an “Isolated”
Marketing Initiative?

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Session Takeaways & Resources

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Session Takeaways
 Beacons are Widespread: 85% of the top 100 US Retail
Locations will be equipped with Beacons by end of 2016

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Session Takeaways
 Beacons are Low-Barrier: You can be up in 24 hours, for
less than $99, and cover an area of several hundred meters.

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Session Takeaways
 Beacons are Low-Barrier: You can be up in 24 hours, for
less than $99, and cover an area of several hundred meters.
 Beacons Enhance Marketing: Drive traffic, retarget traffic,
or use them to push new offers & experiences.

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Beacon Resources List
 BLE Beacons Overview: https://developers.google.com/beacons/
 Physical Web: https://google.github.io/physical-web/
 Eddystone Format: https://github.com/google/eddystone
 Google Beacon Demo Platform: http://bit.ly/google-beacon-demo
 iBeacon Format: https://developer.apple.com/ibeacon/
 Facebook Beacons: https://placetips.fb.com/beacons/
 AltBeacon Format: https://github.com/AltBeacon/
 Beacon Mapping SDK: http://estimote.com/indoor/
 Beaconstac Resources: http://www.beaconstac.com/resources

Beyond SEO: Proximity Marketing With Bluetooth Beacons

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