What is Beacon marketing?

Beacon marketing is a proximity marketing channel used by businesses to interact and engage with consumers at strategic locations. This communication is triggered by a tiny hardware device known as Bluetooth beacon. These devices transmit location-triggered rich notifications to smartphones nearby.

End-to-end proximity
marketing solution with beacons

Reach out to consumers nearby with contextually relevant beacon notifications.

Get started with beacon campaigns in 15 mins on Day 1

With pre-configured BLE beacons, getting started takes almost no time at all. Beacons pre-configured to easy to use & rich beacon platform.

Create, manage and monitor beacon campaigns all from an
easy-to-use web platform.

Get detailed analytics on campaign performance.

See real-time data on notifications, clicks, and campaign performance. Export your data to CSV too.

THE BLUE PLATFORM SUITE

How to set up your beacon
marketing campaign

Step 1

Deploy

Choose from a variety of Bluetooth beacons
and set up your proximity marketing infrastructure.
Quick and easy!

Step 2

Create

Create proximity marketing campaigns with our easy to use beacon platform, and monitor analytics to make informed decisions.

Step 3

Engage

Reach out to your customers in smarter ways. Retarget them wherever they go online – Facebook or Google.

Get started with beacon marketing in 3 easy steps

Setting up a beacon marketing campaign using the Blue Platform involves three steps – deploying, creating a proximity marketing campaign and finally delivering the campaign on a consumer’s smartphone.

1. Deploy beacons
Beacons should be deployed in strategic locations to ensure smooth engagement with consumers. Also, the beacon range must be calibrated in a way that it does not interfere with the experience of the adjacent product.

For ex, let’s consider beacon deployments at an iPhone store. The use case is to inform consumers about the best of each iPhone model. In this case, the beacon range has to be calibrated in a way that the information about iPhone X is confined to this physical range. A consumer looking at iPhone 7 should receive information about this model and not iPhone X (unless the goal is to upsell).

Other factors to be kept in mind are, where should they be deployed, at what height, what signals could interfere with beacon signals and more.

2. Create a proximity marketing campaign
Campaigns are as effective as their landing pages. With the Blue Platform, you can create quick landing pages, which we call markdown cards. You could use one of the pre-designed templates or build from scratch – neither of them requires a developer. The platform also lets you create beautiful and fully functional forms for collecting feedback from your customers. If you already have a social media campaign or a campaign website that you want to direct users to, you could do that as well.

The dashboard also allows you to measure and fine-tune your campaigns using the analytics engine.

3. Deliver personalized campaigns
Once you create campaigns on the Blue Platform and assign it to the deployed beacons, your consumers start receiving notifications on their smartphones. To receive these notifications, your consumers need a beacon-powered app. This app could be one of the following-
1. Your brand app (Looking to build an app? Let us know.)
2. Blue – an app that enables anyone with a smartphone to discover people & things (beacons, sensors, etc.)

The dashboard also allows you to measure and fine-tune your campaigns using the analytics engine.

How does beacon marketing work?

Let’s walk through what happens when a user walks into a beacon zone.
Beacons deployed in stores, airports and other business locations continuously transmit Bluetooth Low Energy signals in its range. The beacon range is calibrated as per the use case. It ranges from 10m to 300m. Beacon-powered apps are capable of scanning these Low Energy signals. Once these apps detect the beacon signal, it finds the ID attached to the signal. The smartphone refers to the cloud server using the ID and fetches the action linked to it. This action could be notifying users about a deal, a feedback form or the business website. These notifications are rich in-app notifications that open up a campaign – a markdown card, a form or a website.

What sets Bluetooth beacons apart from other proximity marketing technologies is the rich and personalized experience it provides. While most other proximity marketing channels require consumers to take the first step – tap (in case of NFC) or scan (in case of QR Code), Bluetooth beacons push campaigns to consumers in range.

Enhance customer experience with
app-driven beacon campaigns

The whole point of proximity marketing is to ensure that the end-user finds the campaigns relevant. Without an app, it all becomes too easy to forget the consumer. This results in bombarding consumers with irrelevant messages. With an app in the picture, consumers choose to receive marketing content. 2 in 5 consumers like to receive targeted ads and location plays a huge role in relevance. Whether they choose to download the Blue app or a brand beacon app to get notified of all the businesses in the vicinity, their experience is bound to be more tailored and rich. 70% of millennials try out new apps every month.

The Blue app acts as your business app when in your premises. This means that the app morphs its colors, logo and skin to suit your business, essentially white labeling it.

Why is beacon technology effective?
Why is it appealing to marketers?

Bluetooth beacons are vastly superior to legacy advertisement channels. Average open rates for standard push notifications are 7.8%. However, targeted and rich beacon notifications have an open rate of 22.5% on an average (open rate for brand app beacon notifications- 30%, open rate for third-party beacon notifications – 15%).

Companies are turning away from traditional forms of advertisement and are looking more favorably towards proximity marketing solutions, as a means of sending more relevant and contextual messages to a targeted audience.

 

1. Beacon marketing allows advanced personalization: While a consumer is in front of a display of children’s swimwear and beach toys, their phone lights up with a coupon for 20% off on beacon toys today only, or with a notification that beach games is just two aisles down. Targeted campaigns like these see high click-through rates, enhances the customer experience and hence have excellent ROI.

2. Beacon marketing is accurate: Bluetooth beacons provide a more accurate location compared to WiFi or GPS.

3. Better customer insights: Beacon marketing using the Blue Platform is analytically-driven, which means marketers can also measure campaign performance to fine-tune them.

4. Pro-longed connection with customers: Bluetooth beacon marketing also allows marketers to establish a deeper connection with customers by retargeting them on Facebook and Google.

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