Why other location-based
technologies could steal beacons' thunder in 2016
While beacons were one of
2015’s top buzzwords, other proximity-based targeting tactics could have their
heyday this year as bricks-and-mortar retailers continue beacon pilots and
uncover best-response solutions for their customers.
Retailers with heavy
bricks-and-mortar footprints – such as department and chain stores – have been
engaging in experimentation with beacons over the better part of 2015, although
some have run into difficulties with wary consumers concerned about privacy.
2016 is likely to see more wide-scale deployments in malls and major shopping
centers, despite the fact that some marketers may be enticed by other forms of
location-based push notifications and offers done in collaboration with
publishers' applications.
“For beacons, 2015 was a
year of capability and use-case testing, but most importantly, a year of
discovering the range of technologies that must be integrated to realize the
true potential of beacon marketing,” said Jim Meckley, chief marketing officer
of Mobiquity Networks, Garden City, NY.
“Beacons will find their place in the
sophisticated marketer’s mix in 2016, and will be combined with relevant mobile
app publisher networks, point of sale databases, and loyalty programs.
“This will enable the
scale and intelligence necessary to allow beacon technology to serve as the key
trigger point for location-based campaigns.”
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