Trends Report

Brief: The Opportunities And Challenges Of Beacon Marketing

No Matter How Promising The Technology Is, Be Wary Of The Hype

July 31st, 2014
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
With contributors:
Melissa Parrish , Adam Silverman , Tony Costa , Collin Colburn

Summary

Marketers at retail companies were the first to test beacons and implement in-store marketing, but now marketers in other industries, including fast-moving consumer goods, travel and hospitality, and conference and event organizing, are starting to embrace the technology. Beacons have a great deal of disruptive potential as they bridge the digital and physical worlds, but marketing leaders must resist the hype and think strategically and responsibly about how — and if — to implement beacon marketing programs. This report explores the potential of beacon marketing and the steps that marketers need to take to make the most of this location-based marketing tactic.

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