Best of Beacons this Week: Coca-Cola Leverages Beacons for Precise Retargeting and more
August 21, 2015
We are back with our latest roundup of must-read posts on beacons. This week we will cover an array of topics, from how Coca-Cola leveraged beacons to employ precise retargeting, to busting a few myths around location-based mobile advertising. Have a look at our picks below:
Coca-Cola leveraged iBeacon technology in CAPA cinemas in Norway, to precisely retarget smartphone-equipped consumers. The beacon pilot held during the month of May and June, saw movie-goers receive a beacon-enabled notification for a free Coke that could be redeemed at the counter if they had Norwegian publisher VG’s app on their phone as they walked through the CAPA hallway. Beacons were used to gain data, which was then stored anonymously on media platform Unacast. This data was the used to retarget those who had redeemed the offer with a free cinema ticket that could be redeemed at the movie theater, a week later when any of them opened the VG news app on their phones. Check out this article to learn how the trial proved that beacons can bring context and precision to promotions when they are not used in isolation but as a critical part of a much larger location-based campaign.
According to a recent IAB study, mobile advertising campaigns using mobile location data grew from $1.2B to an estimated $3.9B, over the span of 2012 – 2014. One of the factors that has contributed significantly to this is location-based marketing. Being one of the most crucial building blocks of consumer context, location, has helped advertisers stay alert on consumer trends and habits. Going ahead, it is important for marketers to make sure that they ask the right questions and fully understand the fundamentals of location-based marketing to create meaningful and impactful results. Check out this article to differentiate myths from facts in location-based mobile advertising.
Though beacons have now reached mainstream, most retailers today are still unsure about where to begin or how to integrate beacons with their marketing strategy. From the lack of proper beacon infrastructure to bad UX in a beacon-enabled app, the smallest thing could wreck even the most ambitious iBeacon campaigns. In fact, in their haste to catch up, a number of retailers end up making unsuccessful beacon deployment attempts. Check out this article to learn in detail about eight common mistakes most retail brands make while running iBeacon campaigns and how to overcome them.
Amsterdam is currently experiencing population boom due to its draw as a progressive and central urban hub in the European knowledge economy. In order for Amsterdam to expand intelligently, the Amsterdam City Council formulated the Smart City initiative – a collaboration of over 75 smart city projects to date, that are designed to seamlessly integrate with each other to create the most efficient urban user experience possible. As a part of this initiative, through 2016, the Amsterdam Smart City ecosystem will run a project called the “iBeacon and IoT (Internet of Things) Living Lab” that features a series of live installations and several beacon networks connected along a 1.5-mile urban street path. The sensors are wired to test and experiment innovations in designing public wayfinding, developing popular tourist routes, promoting hyper-local points of interest, and augmenting existing apps with additional proximity data. Check out this article to learn more about the how Amsterdam is using beacons to rethink urban user experience.
According to a recent study by Grand View Research, Inc., a U.S. based market research and consulting company, the global digital signage market is expected to reach USD 20.03 billion by 2020. And this comes as no surprise , given how brands these days are looking to leverage innovative digital signage solutions to improve their merchandising and promotional effectiveness by delivering contextual content to customers, at the right place, at the right time. At the same time, an effective digital signage is built on a comprehensive media strategy that provides brands with deeper insights on their customer base. This is where beacons come into the picture. Check out this article to learn why beacons and digital signage work best when used together.