Brief: The Opportunities And Challenges Of Beacon Marketing

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.