Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Sports & Entertainment Industries Use Beacons to Implement Location-Based Marketing
Posted on February 8th 2014
Mobile technology and capabilities are constantly evolving. Brands that are able to stay ahead of the curve and extract value from new technologies give themselves distinct advantages.
Beacon technology is evolving quickly in the mobile industry as companies from Apple to PayPal are developing beacon hardware. Beacons are a piece of hardware that use Bluetooth connections to send messages directly to a smartphone or tablet. Business Insider reports, "They are poised to transform how retailers, event organizers, transit systems, enterprises, and educational institutions communicate with people indoors." Beacons are another opportunity marketers have to connect their customers' online and offline brand experiences.
Beacon technology seems like a no-brainer for retail companies, but as Mobile Commerce Daily showed in a recent article, sports and entertainment venues have also started to capture the value beacon technology can give marketers. Below are 4 use cases the media and entertainment industry are starting to use or plan to use with beacon technology:
1. Single view of the customer
Arenas and stadiums are using beacon technology to connect the data points between the customer buying the ticket online and the end attendee at an event. Location-based messaging as a whole brings major implications for the opportunities it brings to connect online and offline data points and create a very robust single view of the customer.
2. Personalized advertising and promotions
Location-based messaging allows promotions and messages to be much more personalized and targeted. Mobile Commerce Daily reported on how the NFL used beacon technology to deliver location-based, personalized messages during the Super Bowl:
"The NFL recently leveraged beacons at MetLife Stadium and Times Square for the Super Bowl. The NFL placed Qualcomm’s Gimbal product to deliver hyper-personalized messaging and advertising via the NFL Mobile app."
3. Guides and interactive maps
A number of theme parks and arenas are starting to use their mobile app and beacon technology to create interactive maps and mobile guides. Using beacons and interactive maps could also bring significant value to large retailers and grocery stores to create engaging, customer-centric shopping experiences.
4. Location-based mobile commerce
Sports stadiums can easily use beacon technology to send special offers and promotions for concessions, but also to let a fan know of shorter lines around the corner, announcing a certain section was the winner of a free food item, and alert a fan of new jerseys and gear they can buy directly on their phone and pick up from the stadium's pro shop. I believe location-based mobile commerce will be one of the key marketing trends for 2014.
Mobile technology and location technology are transforming the interactions customers have with your brand and the way brands are building and cultivating those customer relationships.
The post Sports and Entertainment Industries use Beacons to Implement Location-Based Marketing appeared first on The ExactTarget Blog.
Photo Credit: Location-Based Marketing/shutterstock