Physical Web: Eddystone and what it means for mobile marketers

In the past few years, the beacon technology has proved to be an effective tool for mobile marketers, changing the way consumers interact with brands. However, this location technology has had to face some adoption barriers such as the need of having an app installed by end users in order to be able to interact with them and to convince them to turn on their Bluetooth. 

The latest proximity update from Google, the Eddystone beacon protocol, has been designed to overcome those constraints. So, let first understand what the Physical Web is and what it means for proximity marketers.

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How sports teams can take advantage of proximity marketing to boost sales and enhance the fan experience

According to the Proxbook Report, proximity technology is most successful in engaging attendees at sporting events in the US, but it’s not surprising when you know that sports teams are missing out $1 billion a year in unsold tickets alone. So, if everyone brings their mobile phone to sports venues why not use location-based campaigns to promote merchandise or food sales during live games? Leveraging proximity technology sports organizations can reclaim some of that money while enhancing the fan experience.

Sports teams

Proximity Marketing Use Cases: A Recap

Although it’s not quite over yet, 2016 has been one of the best years for the proximity marketing industry and we believe 2017 will be amazing for all of us!

In 2014 and 2015 we saw how brands and retailers hold discussions about beacon’s adoption and how few companies run out beacon pilot projects who addressed the first challenges of beacon’s implementation and deployment. This year, we saw how location-based technologies are being used in different industry verticals, and how large-scale deployments have been increased.

Today proximity marketing is becoming a top priority for global marketers. Let’s see a recap of some successful proximity uses cases…

Location-based technology for airlines – transforming the passenger experience

Airlines are continually striving to deliver a seamless passenger experience. All of us that travel, whether it is for business or leisure, look forward to a day when we enjoy the journey almost as much as the time at our destination.

Today’s global passengers carry a smartphone when they fly. The growth of personal mobile technology is ushering in a new era of passenger-centric services. As this technology is reshaping the traveler journey, the vast majority of airlines plan to invest in location-based services over the next 3 years.

MOCA turns Benidorm into a smart city through beacon technology

According to the Q2 2016 Proxbook report, there are more than 8 million proximity sensors deployed globally and the majority of these sensors (6 million) are beacons. The proximity and location-based industry continue to be very attractive to investors now that $220.7 million has been spent on different projects to date in 2016.

Proximity sensors are being used in different industries, from retail to shopping malls, events, airports, stadiums and the hospitality and tourism sectors, among others. These sensors have the capacity to play an important role in the future of the travel industry. As we know by now, more travellers seek experiences during their journey and hotels, airlines, airports and tourist places have the opportunity to embrace location-based technologies for enhancing the traveller experience.