Panelists Chris Fagen (CEO at Key Ring), John Boyd (COO at ShopSavvy), Laura Kelso (senior product manager at Allrecipes), and Todd Dipaola (CEO at inMarket) participated in a discussion on how brands are engaging with consumers through mobile technology that enables relevant and contextual marketing.
During the talk, these five takeaways emerged:
1) The basics: iBeacons can be used to alert consumers about offers and promotions via app-push notifications as they move throughout a physical location, such as a retail store environment.
2) Precision locating: 60-70% of consumers enable location services in an app when prompted. iBeacons can target these consumers and estimate a user’s location within five meters. The technology can determine whether a consumer is in Aisle 4 shopping for soup or Aisle 5 shopping for ice cream.
3) More than mobile coupons: “Cost reduction with personal relevance” is the biggest motivator for consumers, according to the panelists. Technology can be leveraged at the point of purchase to inform consumers about a product, potentially enhancing the in-store experience.
4) ROI: The panelists indicated that the service iBeacons provides is measurable, and a given brand’s cost-per-acquisition can easily be determined.
5) Context is king: Know your customer’s state of mind. As long as a push notification is relevant to the customer, it’s likely to be seen as valuable and welcome. Keep messaging simple, seamless, and frictionless.