Beacons 101: An Introduction to Bluetooth Beacons and Hyperlocal Marketing

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 Beacons as Lighthouses
 Hyperlocal Marketing
 The 411 on Beacons
 iBeacon vs. Eddystone
 Beacon Case Studies
 Designing your Beacon Campaign
 Session Takeaways & Resources
What will we Learn Today?What will we Learn Today?

Beacons as Lighthouses

“One simple purpose
in life. I'm a beacon.
I send out my signal.
That's all I do.”
- The Lighthouse

“BLE Beacons are the Lighthouses of the
21st Century.”

“Beacons are low-cost transmitters that use
Bluetooth Low Energy to provide Bluetooth smart
devices a new level of proximity awareness”
- Casey Markee

Beacons are the KEY contextual component of the
Internet of Things (IoT). They alone have near
universal compatibility with mobile devices!

Hyperlocal Marketing

Remember Minority Report?

Image Credit: MobileLeadsLocal.com
Beacons = “Convenience Marketing”
“Delivering a personalized marketing message for a product or
service in real-time to a target consumer exactly when they
need it!”
- Casey Markee

The 411 on Beacons

Main Beacon Wireframes & Evolutions

Beacons are Small but POWERFUL!
Beacons are about the size of a quarter and
cost between $5-80 each.

Beacons are Small but POWERFUL!
Beacons are about the size of a quarter and
cost between $5-80 each.
Visit bit.ly/beacon-hardware-guide
For a Full Review of Beacon Price Points

How do Beacons Work?

What can you do with Beacons?
Image Credit: Kinetica.mobi

 Facebook “Places Tips” trigger
when within 100 ft of beacon.
 Serve a “Welcome Note” to
Visitors.
 Serve prompts to “Like” the page
or “check-in.”
 Feature posts from your page or
those of your Fans.
Facebook Beacons: Cool but Limited.
http://bit.ly/facebook-beacons

 Provides a “Local Tips” option for
retailer but it’s App-Based.
 Works to “collect” unique device
IDs for remarketing purposes
 Retailers can build up a database
then target on Facebook, Twitter
 Xone Analytics dashboards allows
attribution and tracks visits from
online retargeting
Yext Xone Beacons: Local Retargeting Focus
http://bit.ly/yext-beacons

Apple iBeacons: App-Focused & Hot
 App-Based (put can also use
Apple PassBook)
 Proprietary (but does work on
Android)
 Can send messages only through
UUID (Universal Unique
Identifier)
 No use of EIDs (Ephemeral
Identifiers)

Google Eddystone: The New Kid on the Block!
 Supports URL and App for
messaging.
 Open-Source (available on
GitHub)
 Can send messages through
UUID (Universal Unique
Identifier), URL or Telemetry.
 Uses EIDs (Ephemeral
Identifiers) for secure tracking.

Why should you use Beacons?
Image Credit: Swirl.com

“By adding significantly more capacity to
advertising transmissions, Bluetooth 5 will further
propel the adoption and deployment of beacons
to users around the world. ”
- Mark Powell, Bluetooth SIG

There will be 4.5 Million Beacons
installed in the US by 2018!

“400 Million Beacons Worldwide by 2020”
- ABI Research

“Eddystone forecast to
become the dominate
beacon standard by
2020”
- ABI Research, 2015

Why Eddystone?

Why Eddystone?
800 million additional users ready to
interact with beacons as Android makes
up 80% of smartphone market

Why Eddystone? Google I/O “Beacon Tools” Launch
http://bit.ly/beacon-tools

Why Eddystone? Google I/O “Beacon Tools” Launch
Google Beacon Tools for Android and iOS can
be used to provision a beacon, attach
content, and serve it through your apps!

The Future for Mobile is all about the
“Digital Concierge”

Did you know you can already use
BLE beacons to “check-in” to your
hotel?

iBeacon Case Study: Starwood Hotels (SPG)

Or use them to “navigate” your next
trip to the grocery store?

iBeacon Case Study: Marsh Supermarkets (IN)
http://bit.ly/ibeacons-101

Need to “catch” a train? There’s a
beacon for that as well.

Eddystone Case Study: TriMet PTA (OR)

You can even FIGHT human
trafficking with beacons!

Eddystone Case Study: Beacon of Hope Project

Eddystone Case Study: Beacon of Hope Project
Equip public restrooms with Beacons &
“Dash” buttons to signal for help and rescue!

In Short: Beacons are Bad-Ass!

So How do I get Started?

Get a Beaconstac Starter Kit – Costs $89!
 Comes with 3 enterprise-grade
BLE Sensoro beacons
 Supports BOTH iBeacon &
Eddystone
 Each beacon can cover up to
50ft and last up to 3 years.
 The longer the distance, the
shorter the battery life.
 Full support and analytics
provided up to 1 year.store.beaconstac.com

Or…Use an Existing Beacon Network!

Or…Use an Existing Beacon Network!
Mobiquity operates a beacon network in
400+ major shopping malls in the U.S.
7500 unique retailers leverage that
network!

Designing your Beacon Campaign

Understand your “Duty of Care”

Does your Messaging Provide “Value?”

What is the Optimal Context & Timing
for my Beacon Messaging?

Where can I most “Efficiently’ Deploy
my Beacons?

Are you Avoiding “Notifications”
Overload?

Are your Beacons an “Isolated”
Marketing Initiative?

Session Takeaways & Resources

Session Takeaways
 Beacons are Widespread: 85% of the top 100 US Retail
Locations will be equipped with Beacons by end of 2016

Session Takeaways
 Beacons are Low-Barrier: You can be up in 24 hours, for
less than $99, and cover an area of several hundred meters.

Session Takeaways
 Beacons are Low-Barrier: You can be up in 24 hours, for
less than $99, and cover an area of several hundred meters.
 Beacons Enhance Marketing: Drive traffic, retarget traffic,
or use them to push new offers & experiences.

Beacon Resources List
 BLE Beacons Overview: https://developers.google.com/beacons/
 Physical Web: https://google.github.io/physical-web/
 Eddystone Format: https://github.com/google/eddystone
 Google Beacon Demo Platform: http://bit.ly/google-beacon-demo
 iBeacon Format: https://developer.apple.com/ibeacon/
 Facebook Beacons: https://placetips.fb.com/beacons/
 Yext Beacons: http://bit.ly/yext-beacons
 Beacon Mapping SDK: http://estimote.com/indoor/
 Beaconstac Resources: http://www.beaconstac.com/resources

Thank You!

Connect with me Online @
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Follow Casey on Twitter:
https://Twitter.com/MediaWyse
Connect with Casey on Linkedin:
https://www.linkedin/com/in/caseymarkee
Follow Casey on SlideShare:
http://www.slideshare.net/CaseyMarkeeMBA

Beacons 101: An Introduction to Bluetooth Beacons and Hyperlocal Marketing

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