GUEST ARTICLE: Mobile predictions for 2016 - the year of the beacon
2016 is predicted to be the year of the beacon, we sat down with Asif Khan, President and founder of the LBMA, to get his predictions about beacons.
Business Insider Intelligence has predicted that the beacon market will influence $44 billion in sales in 2016, up from $4 billion this year. Here we look at some of the ways these little low cost bluetooth sensors will be deployed in 2016.
2016 will see beacons technology integrated into physical retargeting. So far, beacons have mainly been deployed to deliver proximity push messages and collect consumer data. Recent research indicates that the push messages are often delayed and consumer perception to beacons collecting data has been mixed.
Physical Retargeting: blending mobile with bricks and mortar
In 2016, we will see the use case for beacons evolve as they are deployed more and more to blend mobile with the bricks and mortar consumer experience. Integrating beacons at the right points along the path to purchase can make retargeting more relevant for consumers and more resource-effective for advertisers.
For instance, when most people want to buy a new car, they initially search online at home, then they go on Facebook and get retargeted with a car ad. But the retargeted ad has no idea how far along they are on the path to purchase.
However, beacons placed in a car dealership could register a mobile device in a store or even in specific car models. Later, the consumer can be retargeted with an ad tailored to a specific brand, model and dealership relevant for their stage on the path to purchase.
Billboards that engage with individual consumers
These little sensors will start to go mainstream in the out-of-home space, making 2016 the year of the beacons. Beacons on billboards will pick up mobiles in proximity and adapt their content accordingly. For instance, this could mean a billboard’s content changing to match a mobile user’s search preferences.
Beyond that, beacons will allow consumers to interact with out-of-home media content. Billboards can even be gamified so consumers can interact with their content to enrich the consumer experience and drive brand engagement.
Excitingly, beacons and mobile will build a bridge between online and old bricks and mortar consumer experiences to raise brand awareness, increase engagement, drive in-store traffic and ultimately to activate sales.
About Asif Khan
Asif Khan is President and Founder of the Location Based Marketing Association, an international group dedicated to fostering research, education and collaborative innovation at the intersection of people, places and media. Its goal is to educate, share best practices, establish guidelines for growth and to promote the services of member companies to brands and other content-related providers.
Members of the LBMA include retailers, agencies, advertisers, media buyers, software and services providers, and wireless companies. Simply put, it wants to help those engaging location-based services be as successful as possible. www.thelbma.com
YOOSE is the market leader in location based advertising solutions in Asia-Pacific and Europe. An early pioneer in location-based technology, YOOSE has been delivering powerful mobile campaigns for global brands since 2008. YOOSE understands how location-based technology is changing the way mobile consumers behave and interact with brands; it employs its deep expertise, wide experience and passion to help brands capture the opportunities that the rapidly evolving area of location based advertising can bring.