Geo technology and location based marketing has been gaining momentum over the last few years. The importance levied on this technology today, is reflected in the way digital campaigns are being tweaked, to incorporate physical relevance at brands’ physical points of interest. What the future holds is even more striking, with the initiatives that are being taken by some digital marketing giants. Case in point being last month’s acquisition of Placed by the social media player Snap. This interest, places a lot of weightage on companies who are in possession of geo technology and can gather and leverage location based data.
An example of this technology can be seen in the form of BLE proximity devices aka beacons. Using this, one can send contextual information to people near 2 to 70m of ones point of interest. This, coupled with a strong software backbone to harness this information, can provide a crucial tool for companies trying to gain an advantage over its competitors.
BeaconsTalk technologies has setup the largest proximity network, using beacons, in India. Some of the work that has been delivered to clients is in the form of, sending contextual push notifications, online to offline attribution, integration of AI such as chat bots, indoor navigation re-targeting and a lot more.
In doing so, brands have been able to gain insight into the online to offline behaviour of its customers and tailor campaigns, to not just deliver generic information, but engagement that is contextual at the point of influence.