MediaPost recently had a conference on Beacons in Chicago. Here are some highlights for the Beacon Integration: What to Consider Before You Ramp-up Your Rollout session:
Presenter: Tom Tercek, VP, Digital Products, Madison Square Garden
The biggest questions is, “I get what beacons do, but how do I think about it to build a model?” The first question you have to ask is where does your organization fit? It’s not about the technology, which can be used to drive engagement, but the experience. With the shift of people using more digital platforms, media expands or becomes malleable to provide ample opportunities. One way is to have beacons wrapped around an experience which fosters better engagement and ROI.
Marketing and technology need to work together to have any success. Currently, there isn’t a right or wrong, since marketers are slowly figuring out what resonates and what doesn’t. Not only reaching consumers but engaging them is key. Beacons are not in a vacuum but rather a platform for content or messages as an experience. Messages can be looked at in two ways: macro and micro.
- Macro is how you communicate with the consumer outside of the location. Outside of the location could be people in route, on their way home or heading inside the location, and can be reached through geofencing. Through this type of messaging, the sole reasoning is to know the consumer journey.
- Micro messaging is determining where consumers are or are going while inside the location. Knowing what types of messages are being sent and the frequency of those messages is crucial. With micro, density and proximity play huge roles.
A consideration for rollouts is building a knowledge network that entails extending relationships, solidifying loyalty and/or passions so the consumer will return, participate and get involved in the communication. This is a two way mechanism or a “relationship business” where the outcome is data and brand relevance. Thinking of what the message will be and presenting in a clear way will help “warm up” consumers to receiving information from a communication vehicle. With beacon placement, it is a trial and error but heavily focus on the message strategy. This is a big ask of consumers to allow companies to send messages because this opens the door for them to feel they are being “hit” too hard with messages and be done with the program. The more data collected the easier it will be to mold personalized messages to consumers.
Watch the session for more information.