Best of Beacons this Week: Why Location was a Dominant Theme at this year’s Google I/O and more
June 10, 2016
How is Google taking Apple head-on in the proximity marketing space? What are the innovative ways in which brands are leveraging beacons to boost business? How do beacons along with Wi-Fi and GPS allow brands to target consumers effectively? Our latest beacon roundup aims to answer all the above questions, plus a bit more. Dig into the content below for posts on innovative beacon use cases, Google’s plan to take over the beacon space and others top industry blogs.
With a total of 7 sessions devoted exclusively to context-aware, proximity-based mobile interactions, location was clearly a dominant theme at the Google I/O this year. Looking at the major updates announced by Google in the beacon space, it is quite clear that Google strongly believes that location-awareness will be a major driver of mobile advancement in the years to come. The event also saw Google flesh out the details on how the promise of the ‘app-less’ beacon experience will come to life. Check out this article to learn in detail about the 3 new ways in which brands can connect with their customers without the need for an installed app.
In their efforts to make it easier for pregnant women to find seats on public transportation, South Korea’s second-largest city, Busan, recently collaborated with Daehong, a Korean PR company to run a pilot, called ‘Pink Light’. As part of this pilot, the subway cars were installed with pink lights and women were allowed to equip themselves with beacons that were to be used at the subways. When a woman with the beacon boards the subway, the pink light will turn on, letting people know that someone who needs a seat more than them is on board. Check out this article to learn in detail about how South Korea is utilizing beacons to easily solve this social problem.
While the internet has been overflowing with successful beacon deployments stories and use cases in the last few years, beacons didn’t quite achieve their true scale and reach as fast as many predicted. This is no surprise given the challenges (right from the need to have an app in place to interact with users to the huge upfront investment that is often needed in terms of beacon infrastructure) that brands looking to leverage beacons are faced against. At Google I/O 2016, the search giant announced some major updates that addressed these very challenges head-on. Check out this article to learn in detail about how Google is taking Apple head-on in the beacon space battle.
Ever since their launch, beacons have been widely leveraged by businesses across various verticals to offer enhanced context- driven, proximity aware experiences; especially given their ability to allow brands to target their users with great precision. However, over time, beacons have become part of a larger scheme, as they started getting embedded into other things, from lighting to Wi-Fi access points in large stores. As a result, the location data from beaconing is now becoming much more integrated with other location data, such as from Wi-Fi and GPS signals. Check out this article learn in detail about how beacons added with Wi-Fi and GPS now allow for much more targeting at each step of that mobile cycle.
Online recipe hub, Allrecipes, recently deployed beacons at Ohio grocery store chain, Marc Glassman Inc, to target shoppers with personalized meal recommendations through the Allrecipes Dinner Spinner app. As a part of the pilot, users who walk into the Marc’s grocery store with the app installed on their device will receive messages that inform them of a particular ingredient’s discounted price, along with recipes that feature it. Check out this article to learn in detail about how Allrecipes is leveraging beacons to target users when they are most likely to engage with content.