beyond iot: hyperlocal marketing w/ ble beacons

@MediaWyse #RocksDigital

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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

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

Optimize for Micro-Moments

The 411 on Beacons

Beacons are Small but POWERFUL!

Beacons range from quarter-size to deck-of-cards size 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?

Geofencing vs Beacons: What’s the Sitch?

“Beacons win-out because they take less battery

power, are more precise, and can be used for

turn-by-turn indoor navigational cues!”

What can you do with Beacons?

Image Credit: Kinetica.mobi

Main Beacon Wireframes

Apple iBeacons: App-Focused

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: No App Needed

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

“565 million Bluetooth-enabled beacons

shipping annually by 2021”

- ABI Research

“Eddystone forecast to

become the dominant

beacon standard by

2020”

- ABI Research, 2016

Why Eddystone?

This is called the “Physical Web”

800 million additional users ready to

interact with beacons as Android makes

up 67% of overall iOS market

Physical Web & Nearby Notifications

Enable Nearby Notifications:

Settings > Google > Nearby Notifications. If it is off, turn it on.

Make sure Bluetooth® is on: Settings > Bluetooth.

Make sure Location is on: Settings > Location.

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!

What about Security?

Piggybacking

Ugh…BORING Casey! Why Should I Care?

Beacon Case Studies

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 way

to your next flight gate.

Eddystone Case Study: UK’s Gatwick Airport

Gatwick Airport installed 2000 Beacons to power an

augmented reality wayfinding tool to navigate users in their two terminals. The beacons are accurate to

+/-3ft.

Push notifications are pending.

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

Equip public restrooms with Beacons &

“Dash” buttons to signal for help and rescue!

In short: Beacons are Pretty Bad-Ass

So How do I get Started?

Get a Beaconstac Starter Kit – Costs $79!

Comes with 3 enterprise-grade

BLE Sensoro beacons

Supports BOTH iBeacon &

Eddystone

Each beacon can cover up to

50ft and last up to 4 years.

The longer the distance, the

shorter the battery life.

Create a Campaign directly

from the app in 15 Minutes!store.beaconstac.com

Get a Beaconstac Starter Kit – Costs $79!

Comes with 3 enterprise-grade

BLE Sensoro beacons

Supports BOTH iBeacon &

Eddystone

Each beacon can cover up to

50ft and last up to 4 years.

The longer the distance, the

shorter the battery life.

Create a Campaign directly

from the app in 15 Minutes!store.beaconstac.com

Use Promo Code CASEY10 for 10% Off!

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?

estimote.com/indoor - Indoor Location SDK

Are you Avoiding “Notifications”

Overload?

Are your Beacons an “Isolated”

Marketing Initiative?

Session Takeaways & Resources

Session Takeaways

Beacons are Widespread: more than 565 million Bluetooth-

enabled beacons shipping annually by 2021

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/

Micro-Moments: http://bit.ly/micro-moments-explained

Beacon Mapping SDK: http://estimote.com/indoor/

Beaconstac Resources: http://www.beaconstac.com/resources

Thank You!

Casey Markee

Founder, Media Wyse

www.MediaWyse.com

casey@mediawyse.com

@mediawyse

Become a Fan on Facebook:

https://www.facebook.com/MediaWyse

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

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