The main problems marketers face today from a mobile perspective can be solved with Ibeacons. Companies must realize that not only "content is king" but location/proximity based contextual content is king. Beacons offer the ability to push contextual content from a location/proximity based filter. Marketers face problems with data that is fragmented across multiple platforms. Which inhibits fluidity and real time actions to some degree. Customer profiling and data collection of purchase history and consumer behavior are becoming ever more critical to effective campaigns. Consumers are demanding value from company's and expect to get it on their mobile devices. Beacons not only provide a gateway for contextual ad service, but as more retailers adopt this tech data tagging of physical space will produce even more effective marketing campaigns.
To produce predictive marketing campaigns on a local/proximity level, marketers will need to embrace beacons for data mining of said spaces. This data will be a collection of all behaviors, purchases, social media interactions, and browsing info relevant to that space. If you know what content has the most engagement and conversion in a given space along with customer profiles then ROI has no choice but to increase. This concept is already being utilized well by a couple of mobile networks, however proximity is left out. Analytics is a science of probabilities that has proven to be effective. Adding proximity based metrics to data sets helps to define the probabilities and inferences of that physical space. Beacons are the vessel by which physical space blends with digital information. The road to this solution will take time and patience however it is the only road for "location/proximity based contextual content marketing".
To produce predictive marketing campaigns on a local/proximity level, marketers will need to embrace beacons for data mining of said spaces. This data will be a collection of all behaviors, purchases, social media interactions, and browsing info relevant to that space. If you know what content has the most engagement and conversion in a given space along with customer profiles then ROI has no choice but to increase. This concept is already being utilized well by a couple of mobile networks, however proximity is left out. Analytics is a science of probabilities that has proven to be effective. Adding proximity based metrics to data sets helps to define the probabilities and inferences of that physical space. Beacons are the vessel by which physical space blends with digital information. The road to this solution will take time and patience however it is the only road for "location/proximity based contextual content marketing".
No comments:
Post a Comment