Most of the client-side marketers and marketing tech companies today are looking to map and track a customer during the entire purchase process. They are using various sources for connecting the dots. Beacons are also coming into the picture as shown in some of the surveys below. According to a recent eMarketer report titled Beacons for Retailers: Beyond the Hype, the usage of beacons as a way of data collection based on in-store shopping behavior is a new strategy that marketers are looking at.
“With smartphones and wearables, we’re turning the physical world into a real-time digital world, and we’re going to be able to track the physical world just like we’re able to track the digital world, with beacons as a proxy to help understand what consumers are doing, where they’re going and what type of messages are creating action just like we do online,” said Jeff Malmad, Managing Director and Head of Mobile and Life+ at Mindshare North America.
First-party data is information collected directly and stored by website publishers, merchants, and other companies to gather info about their site visitors or customers. The companies use the first-party data—which include names, addresses, contact numbers, site interaction data and information about the product purchased—to communicate directly with their consumers.
Apart from this, beacons have been used for proximity marketing for quite a while now. Proximity marketing can be effective at bus stops, sporting arenas and large events in general—all areas where beacons or even NFC (near field communication) tags could create multichannel campaigns. Many proximity marketing companies are providing add-on features which help in measuring advertising and promotion effectiveness, and better understand the customer journey. In the case of proximity marketing—which was initially driven by SMS and Wi-Fi—the transformation started with the introduction of NFC. After that, Bluetooth low energy (BLE) technology gave a meaningful direction to proximity marketing efforts.