Beacons - Opportunities for Marketers By Raj Nijjer
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Transcript of Beacons - Opportunities for Marketers By Raj Nijjer
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Beacons – Opportuni0es for Marketers
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Store Visits -‐> the New KPI
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The Market?
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$-‐
$1,000.00
$2,000.00
$3,000.00
$4,000.00
$5,000.00
$6,000.00
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Proximity Marke8ng
Loca0on Marke0ng Tops $5 Billion
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Beacons -‐ Clear Leader in Proximity
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Adop0on -‐ Beyond Retail
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Beacons – Current Applica0ons
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Examples
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Retail – Pharmacy
2/29/16 9
“Shoppers browsing the pharmacy can interact with Beacons using their iPhone or Android smartphones and instantly receive real-‐Ime offers and coupons on nearby products via the retailer's app. They can then immediately redeem their special offers at the cashier, thus eliminaIng the need for clipping coupons, online research or showrooming, while saving Ime and enjoying a superior shopping experience.”
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Retail – Game Store
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The problem of “showrooming” exists for numerous offline retail categories. “We’ve got an app on the app store and when [consumers] open up that app they can use it to browse the deals on the shelves via the beacons. They can watch trailers, look at [game] raIngs and reviews while they’re in store.” “We’re going to augment their ability to research in the store and do that in ways that we as a company don’t offer anywhere but in that store right now. “
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Retail -‐ County Market Grocery Stores
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“I love the grocery list and the aisle location feature because it helps me find what is on my grocery list quickly.” “I love the app for County Market. I’ve used it to shop and to make a list for groceries. 10 stars out of 10!” “Love the app’s shopping list, coupons and special offers! It is so convenient.” “Makes me enjoy shopping more!”
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Event Marke0ng
Beacons at the 9/11 concert will allow fans who open the band’s mobile app at the show to pledge support to Warrior’s To Summits. “If you have Zac Brown’s app, or one of the apps in vendor network, at the show, you’ll get a push noIficaIon asking for your support of Warrior Strong”
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Professional Sports/Venues
Those who download the Road To 50 app will be noIfied of events and points of interest for football fans. Users will be able to use a Foursquare-‐like check-‐in funcIon at locaIons. To encourage people to share their check-‐ins, there’s the chance of winning place-‐based prizes through the app.
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Beacon Challenges
• Hardware infrastructure • User must have app on phone
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Xone uses an an App Network (currently 50M MAUs in the US) to overcome app-install requirement
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Build audience of local visitors, gain insights on their demographics and interests and retarget them after they’ve left.
Audience
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Measure impact of media buys and events against local business visits
• Track your company KPIs via ad clicks, likes & shares, and CTA clicks
• Run reports on repeat visits over time/location/audience segment
• Beacons capture all repeat visitors/visits
Attribution
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Improve the location accuracy and engagement in your own app.
Presence
• Distribute coupons with push notifications
• Provide a store map with information about new products & services
• Promote new items or events
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Third party app network enables delivery of contextual in-app experience at business locations.
In-Store Experience
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Measure foot traffic trends in business locations over time. Analytics
87%
7% 3% 1% 2%
Repeat Visitors
1 Visit 2 Visits 3 Visits 4 Visits 5+ Visits
0
50
100
150
200
250
300
350
Daily Visitor Trends
*Sample Reports*
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Case Study: TaPoo Removal
Head-to-Head Against Existing Social Campaign
Cost Reach Clicks CPC
Control $50.00 10,784 55 $0.91
Xone $15.77 247 31 $0.55
Half as many clicks on just 4% of the audience for 40% of the cost.
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Broad Range of Use Cases • Increase online registrations for Loyalty and Reward Programs • Promote branded app with app download campaign on Facebook,
Instagram • Introduce new products/services to frequent visitors via Facebook &
Instagram ads • Measure impact of location openings and other events against local
business visits • Send special coupons to reactivate dormant customers who have not
visited in the last month • Build look-alike models on top of local business foot traffic
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THANK YOU! SEE YOU AT THE NEXT #SMX!
Xone
User and store friendly mobile audience plaborm