Page 21 - index
P. 21
BEST PRACTICES & STRATEGIES
But since the beacon technology is alternative, individualized follow-up about the campaign, many will ask
still in its infancy, progress is hap- messages could be sent. In addi- why they should then be interested
pening fast. For example, modern tion, it is possible to stop sending in it, if not even the employees care
beacons have now improved messages – after a number of them or are engaged in it. Hence, a holis-
runtimes. Button cell battery, for - be it from a beacon or the whole tic integration into the overall mar-
instance, last up to two years, de- campaign - not to harass people keting, including staff training, is
pending on the manufacturer. More- completely. After all, there is al- essential.
over, lower ranges can be config- ways the risk that the user switches
ured intentionally to implement very off the device. This is for sure true if It is therefore of no surprise that the
close proximity use cases - and that the additional value is not given or POS space was also in focus at the
for good reasons: If the user is in insufficiently communicated. The current Money20/20 2015 event.
front of a shop and receives several strength of beacons lies in a very According to Ovum, there was a
messages - also from neighboring significant, individual communica- significant buzz around the topic,
stores - he is lured into many differ- tion with small target groups that due to Poynt’s smart POS device
ent directions, which has probably see a high relevance in it. As we all technology and software platform.
only the effect that he gets annoyed know, 80% of sales is made with The startup managed to generate a
and turns off his Bluetooth. There- 20% of customers, and selective buzz due to their slick technology
fore, a proper calibration of the communication instead of mass and its founder Osama Bedier, for-
equipment is an essential factor of advertising are a key to this suc- merly of Google and PayPal. How-
each campaign. And by no means, cess, by convincing customers to ever, the biggest news of the day
you can do it without frequency cap- opt-in. actually originated outside the con-
ping, as otherwise a beacon deliv- ference with Apple Pay announcing
ers the same message all the time - If a POS marketing campaign its partnership with Amex for roll out
no matter how often a user passes reaches users, generally around in Australia and Canada amongst
by the shop, throughout the entire one third of them click on the news other markets. For sure, the conver-
campaign period of time. within the first five minutes, 20% sations will go on as the industry is
even immediately, and there is in a steady state of flux. We’ll watch
Always keep on following up on probably still room for improve- what’s going on and will keep you
it, sensibly ment, especially with personalized informed.◊
and innovative content. But if cus-
In this case, so much more could be tomers come to the store and talk By Daniela La Marca
achieved: After the initial contact, to staff who don’t know anything
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
But since the beacon technology is alternative, individualized follow-up about the campaign, many will ask
still in its infancy, progress is hap- messages could be sent. In addi- why they should then be interested
pening fast. For example, modern tion, it is possible to stop sending in it, if not even the employees care
beacons have now improved messages – after a number of them or are engaged in it. Hence, a holis-
runtimes. Button cell battery, for - be it from a beacon or the whole tic integration into the overall mar-
instance, last up to two years, de- campaign - not to harass people keting, including staff training, is
pending on the manufacturer. More- completely. After all, there is al- essential.
over, lower ranges can be config- ways the risk that the user switches
ured intentionally to implement very off the device. This is for sure true if It is therefore of no surprise that the
close proximity use cases - and that the additional value is not given or POS space was also in focus at the
for good reasons: If the user is in insufficiently communicated. The current Money20/20 2015 event.
front of a shop and receives several strength of beacons lies in a very According to Ovum, there was a
messages - also from neighboring significant, individual communica- significant buzz around the topic,
stores - he is lured into many differ- tion with small target groups that due to Poynt’s smart POS device
ent directions, which has probably see a high relevance in it. As we all technology and software platform.
only the effect that he gets annoyed know, 80% of sales is made with The startup managed to generate a
and turns off his Bluetooth. There- 20% of customers, and selective buzz due to their slick technology
fore, a proper calibration of the communication instead of mass and its founder Osama Bedier, for-
equipment is an essential factor of advertising are a key to this suc- merly of Google and PayPal. How-
each campaign. And by no means, cess, by convincing customers to ever, the biggest news of the day
you can do it without frequency cap- opt-in. actually originated outside the con-
ping, as otherwise a beacon deliv- ference with Apple Pay announcing
ers the same message all the time - If a POS marketing campaign its partnership with Amex for roll out
no matter how often a user passes reaches users, generally around in Australia and Canada amongst
by the shop, throughout the entire one third of them click on the news other markets. For sure, the conver-
campaign period of time. within the first five minutes, 20% sations will go on as the industry is
even immediately, and there is in a steady state of flux. We’ll watch
Always keep on following up on probably still room for improve- what’s going on and will keep you
it, sensibly ment, especially with personalized informed.◊
and innovative content. But if cus-
In this case, so much more could be tomers come to the store and talk By Daniela La Marca
achieved: After the initial contact, to staff who don’t know anything
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
