Today's advertising landscape
is morphing. The days of relying upon traditional demographics are long gone.
Today's new "demographic" is proximity. Proximity along with context
is what makes the difference. Mobile marketers have long seen the value of the
location qualifier; however the effectiveness of mobile campaigns since this
discovery has not been all it was hyped to be. Just because I'm standing in
front of a coffee shop does not mean I drink coffee. For marketers to truly
embrace the power of location they must get "granular" with context
as well as location. That leaves a bit of a problem, context mixed with location
is only being utilized by very few "ad networks" if that is what you
want to call them. The marketer has two options either they can find this
private market place that is a DSP and SSP wrapped in one or they can decide to
implement beacons/beacons to counter some of the missing contextual layers in
their platforms or do both if they believe in omni-channel engagement. A
combination of geo-fencing and geo-conquesting is a must if marketers want to
outpace or even be able to keep up with the BLE devices that will see mass
implementation this year with consumer traction taking place next year. The
level of relevant content will also change as we see more retailers add beacons.
Content must be consumer centric and provide true value for consumer. Although
some of the early studies out on this type of marketing point to a wide
acceptance of push marketing coupons to consumers who walk by or are in the
store, but what happens when there are literally bombarded with coupon after
coupon? App delete! More next time as the ideas develop and grow. What do you
feel is the single most important layer in creating the correct customer
experience with beacons or traditional mobile marketing? Comments? Follow me on
Twitter @socialmobil
