28 Mar Can Beacon Notifications Bring Personalization to Push Messages?
Customers expect more from businesses than ever before. Can beacon notifications deliver the personalization and ease they require?
Google’s VP of marketing, Lisa Gevelber, recently shared statistics on how consumers are changing. The numbers reflect a troublesome fact businesses must face: customer expectations are changing. Most importantly, their smart phones are becoming a portal through which they see the world. No need for salespeople or physical coupons. Everything can, and should, be done in digital.
“70% of smartphone owners who bought something in a store first turned to their devices for information relevant to that purchase. And when people search on mobile, it tends to lead to action: 92% of those who searched on their phone made a related purchase.”
Proximity has always played an important role for businesses as exemplified by the explosion of out-of-home advertising in recent years. There are several options available for proximity campaigns. Technologies like QR, NFC, and Wi-Fi have all contributed to proximity advertising; however, they all lack the interactivity and direct connectivity of beacon notifications and push messages. Unlike most other solutions, Bluetooth benefits from a huge existing ecosystem. Beacon notifications have also been found to be much cheaper than comparable WiFi-based systems.
The Extended Reach of Beacons Notifications
Beacon solutions have two key capabilities: data integration and direction communication. Instead of waiting for a customer to scan a code and interact with a message, beacons push messages direct to mobile phone users through the pre-existing Bluetooth ecosystem. These messages are also informed by relevant data. While an ordinary QR code can only lead to a single message, beacons can connect users to the message most pertinent to them.
These capabilities have obvious usages in retail, but they can also be creatively used to send a number of push messages.
|Application||Pushing personalized deals||Relaying interactive information||Aiding in navigation||Generating feedback|
|Use Case||Stores in a mall are outfitted with beacons. As shoppers pass a location relevant to their purchasing history, they receive a notification about the given store’s latest products.||Students visiting a museum can engage with exhibits through smart devices, automatically receiving age-appropriate content, images, videos, and even quizzes.||Travelers on public transportation are able to set their destination in an app and receive notifications about arrival times and schedule changes.||Managers can give customers the option to offer feedback quickly and easily via mobile, making visitors more likely to engage.|
Here’s How Beacon Notifications and Push Messages Work
A beacon is a small piece of technology that sends out almost continuous radio waves that can be picked up by the phones of passers-by. These waves manifest themselves either as push messages in a downloaded app or a URL through the Physical Web. This means a message can include much more than just text. It can have links, images, promotions–just about anything the designer would like to include. The result is a message tailored and personalized to the individual reader. Instead of feeling overwhelmed with useless messages (and disillusioned about a company’s ability to communicate), a customer feels that the business is offering them a real value.
Proxama Brings Beacon Notifications to London
Proxama and Mapway outfitted dozens of buses in London with beacon technology. These travelers spent an average of 17 minutes on any given bus, and beacon notifications and push messages helped brands engage more efficiently with their target audience. More importantly, Proxama didn’t just guess that their campaign was working, they could quantify it with real data.
Proxama found their beacon-triggered real-time travel update notifications received a 44% click-through rate.
And they’re not the only ones. Retailers, hotels, airports, sports stadiums, museums, and everyone in between are finding practical usages for beacon notifications. Want to learn more about how better messaging can keep customers happy and informed? Read our free white paper here!