How to use geofences and beacons to engage mobile users

Engage mobile users with location based services

Location-based marketing is the ultimate tool to engage mobile users.  Leveraging time and user location, it allows modern marketers to promote products and services and customers to receive personalized treatment based on their interests and needs. These include geo-fencing and beacons as key enabling mobile technologies. Through push notifications and promotional pop-up creativities, these services transform existing apps into highly engaging and useful tools that improve overall user experience and boost revenue.

You walk into your favorite store. As soon as walk through the door, your smartphone recognizes the place and suggests products and promotions you might be interested in. The sales manager greets you by name and discusses the product you researched earlier on your app and shows you some additional products you might like as well.

Understanding Proximity Marketing

Dating back to the concept of the “Four P’s of Marketing,” using Product, Price, Promotion and Placement as the primary pillars of marketing, there is one more “P” – “Proximity”-  that we consider is a must have in today’s marketing strategy, as it represents the final connection between brands and consumers.

What is proximity marketing?

Proximity marketing is an action or bundle of actions that use location technologies to communicate and connect with customers via their portable devices. These actions could be any kind of content (text, video, HTML, passbook, etc) and will be trigger with specific location conditions. At events, for instance, attendees could receive a message to collect their digital badges at specific entrances.

proximity

MOCA, HiMedia and 014 Media have joined to offer multi-brand retailers hyper-targeted mobile advertising using beacons

Mobile Advertising Overview

Revenue from mobile advertising accounted for 30% of total ad spend in the first half of 2015, according to the IAB, and it’s on track to account for more than one-third in the second half of the year. But according to BI Intelligence report, despite this growth, mobile ad spend still lags behind mobile time spent by consumers, indicating that marketers are still toeing the mobile marketing waters.

Putting these landmark figures in context and taking advantage of their capabilities, MOCA Platform, HiMedia Group and 014 Media have joined together to provide the first integrated mobile advertising solution with beacons in Spain, allowing brands and retailers to connect with mobile users in the physical world.

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Apple iBeacon vs Google Eddystone

Google Eddystone

Good news

Eddystone has arrived to boost the proximity market and paves the way for a world full of context-aware applications. Google has addressed all the flaws detected by the community in the Apple iBeacon specification, meaning that even more companies and developers are going to create useful products using all the expertise that has been gathered over the last two years.

Differences

These are the key features that Eddystone brings: