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Digest...
Beacon technology offers new opportunities for marketers across a wide range of industries and verticals. In particular, they enable marketers to:
>> Engage consumers in their mobile moments via in-app interactions.
>> Improve the customer experience.
>> Understand customer behaviors by leveraging analytics.
However, as always with new mobile technologies, marketers tend to overhype opportunities and forget to put the customer at the center of their strategies. Part of the problem with beacon technologies is that many marketers are confused about what they are: they believe there is a lot of intelligence in the beacons themselves. The reality is that beacons are dumb pieces of hardware that simply communicate location information that can be interpreted by mobile applications. Marketers will be tempted to try to push advertising messages through beacons directly to smartphones, but intelligence and engagement will come from marketers’ ability to deliver deep and immediate value to customers by contextualizing their offerings in real time.
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For B2B, Beacon is akin to Wearables: it's got B2C legs, but unsure if it can stand in the B2B market. We just need to keep an eye on it.