Beyond IOT: Hyperlocal Marketing w/ BLE Beacons
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#RocksDigital - Bluetooth beacons are the latest evolution in proximity marketing and the Internet of Things. Learn what beacons are, why they are better than geofencing, and review vendors, case studies, best practices and more from IoT and Beacons expert Casey Markee.
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Beyond IOT: Hyperlocal Marketing w/ BLE Beacons
- 2. @MediaWyse #RocksDigital Get this Presentation @ Slideshare:
- 3. @MediaWyse #RocksDigital 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?
- 4. @MediaWyse #RocksDigital Beacons as Lighthouses
- 5. @MediaWyse #RocksDigital “One simple purpose in life. I'm a beacon. I send out my signal. That's all I do.” - The Lighthouse
- 6. @MediaWyse #RocksDigital “BLE Beacons are the Lighthouses of the 21st Century.”
- 7. @MediaWyse #RocksDigital “Beacons are low-cost transmitters that use Bluetooth Low Energy to provide Bluetooth smart devices a new level of proximity awareness” - Casey Markee
- 9. @MediaWyse #RocksDigital Remember Minority Report?
- 10. @MediaWyse #RocksDigital 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
- 11. @MediaWyse #RocksDigital Optimize for Micro-Moments
- 12. @MediaWyse #RocksDigital Optimize for Micro-Moments
- 13. @MediaWyse #RocksDigital The 411 on Beacons
- 14. @MediaWyse #RocksDigital Beacons are Small but POWERFUL! Beacons range from quarter-size to deck-of-cards size and cost between $5-80 each.
- 15. @MediaWyse #RocksDigital 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
- 16. @MediaWyse #RocksDigital How do Beacons Work?
- 17. @MediaWyse #RocksDigital Geofencing vs Beacons: What’s the Sitch?
- 18. @MediaWyse #RocksDigital 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!”
- 19. @MediaWyse #RocksDigital What can you do with Beacons? Image Credit: Kinetica.mobi
- 20. @MediaWyse #RocksDigital Main Beacon Wireframes
- 21. @MediaWyse #RocksDigital 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)
- 22. @MediaWyse #RocksDigital 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.
- 23. @MediaWyse #RocksDigital Why should you use Beacons? Image Credit: Swirl.com
- 25. @MediaWyse #RocksDigital “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
- 26. @MediaWyse #RocksDigital “565 million Bluetooth-enabled beacons shipping annually by 2021” - ABI Research
- 27. @MediaWyse #RocksDigital “Eddystone forecast to become the dominant beacon standard by 2020” - ABI Research, 2016
- 29. @MediaWyse #RocksDigital This is called the “Physical Web” 800 million additional users ready to interact with beacons as Android makes up 67% of overall iOS market
- 30. @MediaWyse #RocksDigital Physical Web & Nearby Notifications
- 31. @MediaWyse #RocksDigital 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.
- 32. @MediaWyse #RocksDigital Why Eddystone? Google I/O “Beacon Tools” Launch http://bit.ly/beacon-tools
- 33. @MediaWyse #RocksDigital 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!
- 34. @MediaWyse #RocksDigital What about Security?
- 35. @MediaWyse #RocksDigital What about Security? Piggybacking
- 36. @MediaWyse #RocksDigital Ugh…BORING Casey! Why Should I Care?
- 37. @MediaWyse #RocksDigital Beacon Case Studies
- 38. @MediaWyse #RocksDigital The Future for Mobile is all about the “Digital Concierge”
- 39. @MediaWyse #RocksDigital Did you know you can already use BLE beacons to “check-in” to your hotel?
- 40. @MediaWyse #RocksDigital iBeacon Case Study: Starwood Hotels (SPG)
- 41. @MediaWyse #RocksDigital Or use them to “navigate” your way to your next flight gate.
- 42. @MediaWyse #RocksDigital 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.
- 43. @MediaWyse #RocksDigital Need to “catch” a train? There’s a beacon for that as well.
- 44. @MediaWyse #RocksDigital Eddystone Case Study: TriMet PTA (OR)
- 45. @MediaWyse #RocksDigital You can even FIGHT human trafficking with beacons!
- 46. @MediaWyse #RocksDigital Eddystone Case Study: Beacon of Hope Project
- 47. @MediaWyse #RocksDigital Eddystone Case Study: Beacon of Hope Project Equip public restrooms with Beacons & “Dash” buttons to signal for help and rescue!
- 48. @MediaWyse #RocksDigital In short: Beacons are Pretty Bad-Ass
- 49. @MediaWyse #RocksDigital So How do I get Started?
- 50. @MediaWyse #RocksDigital 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
- 51. @MediaWyse #RocksDigital 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!
- 52. @MediaWyse #RocksDigital Or…Use an Existing Beacon Network!
- 53. @MediaWyse #RocksDigital 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!
- 54. @MediaWyse #RocksDigital Designing your Beacon Campaign
- 55. @MediaWyse #RocksDigital Understand your “Duty of Care”
- 56. @MediaWyse #RocksDigital Does your Messaging Provide “Value?”
- 57. @MediaWyse #RocksDigital What is the Optimal Context & Timing for my Beacon Messaging?
- 58. @MediaWyse #RocksDigital Where can I most “Efficiently’ Deploy my Beacons? estimote.com/indoor - Indoor Location SDK
- 59. @MediaWyse #RocksDigital Are you Avoiding “Notifications” Overload?
- 60. @MediaWyse #RocksDigital Are your Beacons an “Isolated” Marketing Initiative?
- 61. @MediaWyse #RocksDigital Session Takeaways & Resources
- 62. @MediaWyse #RocksDigital Session Takeaways Beacons are Widespread: more than 565 million Bluetooth- enabled beacons shipping annually by 2021
- 63. @MediaWyse #RocksDigital Session Takeaways Beacons are Widespread: more than 565 million Bluetooth- enabled beacons shipping annually by 2021 Beacons are Low-Barrier: You can be up in 24 hours, for less than $99, and cover an area of several hundred meters.
- 64. @MediaWyse #RocksDigital Session Takeaways Beacons are Widespread: more than 565 million Bluetooth- enabled beacons shipping annually by 2021 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.
- 65. @MediaWyse #RocksDigital 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
- 68. @MediaWyse #RocksDigital 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 Today’s Presenter is…
Editor's Notes
- "Beyond SEO: Proximity Marketing with Bluetooth Beacons" Learn to Leverage Next-Generation Retail Experiences, Beacons, are the latest evolution in the landscape of IOT. As small as a quarter, these are wireless Bluetooth-powered location-aware transmitters that provide increased geo-targeting through apps or WIFI. In 2016, beacons are projected to influence over $40 Billion in retail sales. In this presentation, attendees can expect to learn all of the following: What Beacon Technology is and how it can be deployed effectively. The strengths and weaknesses of the major beacon wireframes. The role of beacons and geofencing using novel case studies.
- -- Beacons are the lighthouses of the 21st Century -- Just as lighthouses mark locations with beams of light, beacons are physical landmarks that send signals to mobile devices.
- This is most commonly done via apps. Beacon enabled apps are notified when the device enters or exits the range of a beacon, and are also able to monitor the distance from the beacon as it changes, often referred to as 'ranging'. This is in contrast to GPS, which uses latitude and longitude to define a devices location. We don't always have to trigger an experience when a device enters or exits the range of a beacon, in some instances we may just like to collect data for the purposes of generating real world analytics and insights. -Business can set up multiple Bluetooth Beacons within and around their store to broadcast its signal -Beacons can pinpoint if customers are in range of its signal and their app/Passbook pass determines what to do when they inside that range -For example, the app can be programmed to deliver a personalized message or coupon.
- Remember 2002’s “Minority Report” when Tom Cruise is running through the mall and getting virtually targeted by all those ads? That’s set in 2054 but similar targeting is already possible now. This hyperlocal targeting is just the next evolution into what is called….
- …convenience marketing! What is that? How do we practice “convenience marketing?”
- "Micromoments" - intent-driven moments of decision-making and preference shaping that can occur during a consumer journey - they're the moments when we turn to a device, usually a smartphone, to take advantage of what we need or want
- - they take the form of "I want to know" -- "I want to go" -- "I want to buy" and "I want to do" moments - micromoments are the new battleground for brands - to win these micro-moments retailers/brands need to focus on three things: Be There -- anticipate micro-moments and be in a place to capitalize Be Useful -- be relevant to the identified micro-moment, and answer that need Be Quick -- mobile users want to know, go, and buy swiftly. Focus on mobile experience (mention Mobile-First Index)
- Gimbal Series run $5 and have a 3-month battery and up to 50m range or you can go up to the Kontakt level and pay $79 for what is a six-year battery and a 200m range.
- Check-out http://beaconstac.com/beacon-hardware-guide for a full review of individual beacons and price points. Sensoro, etc. Gimbal Series run $5 and have a 3-month battery and up to 50m range or you can go up to the Kontakt level and pay $79 for what is a six-year battery and a 200m range.
- Beacons operate using Bluetooth 4.0 or Bluetooth Smart which is the latest iteration of the classic Bluetooth functionality that has been around since 1994. Bluetooth and WIFI can both be used to power beacons but Bluetooth tends to have a pretty good stranglehold right now based on the low energy needed to operate. It also tends to go through walls, around corners and is just more “agile” than WIFI. But the most important reason that Bluetooth seems to be the standard is this: “Unlike WIFI which never asks for permission to connect, consumers must turn on BLE on their phones, allow location detection, and, if an app is used by the retailer, opt-in for notifications.” That’s more user-friendly.
- Geofencing uses GPS coordinates to cover a geographic area. It then tracks a mobile user when it enters that area to target them with messaging. Beacons in contrast do not deliver offers or other content. They merely broadcast identifiers (Bluetooth Low Energy signals) that can trigger certain actions in a beacon-enabled app on a mobile device.
- Geofencing uses GPS coordinates to cover a geographic area. It then tracks a mobile user when it enters that area to target them with messaging. Beacons in contrast do not deliver offers or other content. They merely broadcast identifiers (Bluetooth Low Energy signals) that can trigger certain actions in a beacon-enabled app on a mobile device.
- Augmented outdoor advertising also great: By adding beacons to outdoor advertising locations such at train stations and bus shelters you can create an interactive and engaging experience for those passing by. For example, imagine walking past a bush shelter ad for a blockbuster film and being pushed a 50% discount coupon to watch it at your local cinema. It's also a great way to track the conversion rate and ROI of outdoor advertising.
- Apple iBeacon = released 6/13 Google Eddystone = released 7/15 – named after the Lighthouse in UK of the coast of Devon. BLE Beacons (Dedicated Beacons used to mark zones or areas for personalized targeting) Apple iBeacon is the more popular choice…for now. And it does work with Android, however, since Eddystone and AltBeacon are open source and offers cross-platform support for both iOS and Android, they have a clear edge. The same examples that are used for iBeacons apply to AltBeacons. The only unique thing about the AltBeacons is the ability to have different Manufacturer ID’s, different Beacon codes, and the 1byte of reserved data at the end that holds specific manufacturer information.
- - iBeacon transmits a UUID (16 digit string of numbers), Major (4 digits) and Minor (4 digits). That’s it. Nothing else. They aren’t mini-servers or tracking devices. Beacons themselves do not track anything. Apps do the tracking if that’s what they are programmed to do. with the launch of iOS 7.1 Apple announced a game-changing improvement to iBeacon. Now, once an app is installed, it will “look” for beacons even if the app is shut down or a user has rebooted his/her phone You can also use “Apple Passbook” to send push notifications - PassBook is a utility application on iOS devices which has the ability to tie-in with iBeacon technology - iBeacon still very popular but losing ground daily to Eddystone
- does not need a mobile app to send messages to smartphone users Uses three different wireframes to send information, substantially more functionality. - Google Now can provide increased contextual information (showing menu items when users sit down in restaurants) - restaurants can push discount codes, and happy hour specials through URLs, these can be more personalized. - integration with Google Maps provide real-time transit information and fast-access to real-time schedules - museums and tourist attractions won't need docents or tour guides, information can be sent directly to the user via URL. - asset tracking will be increased, you can attach beacons to your bags and track them at the airport - never lose a bag again! NOTE: The only way Eddystone can work with a device that does not have a compatible app installed, is to transmit using the URL packet How do you protect against hacking or someone putting up a beacon at the entrance to a sports arena and trying to inject malware? That’s where the EIDs come into play. Google created these to allow beacons to broadcast a signal that is only identifiable to ‘authorized clients’. To prevent such hacking/malware attacks.
- Swirl platform is currently deployed at leading retailers throughout the U.S. and Canada, including Lord & Taylor, Marriot, Hudson’s Bay, Urban Outfitters, Alex & Ani, Kenneth Cole and Timberland stores. Surveyed thousands of shoppers over a period of 3-months Swirl is a proximity marketing platform that connects retailers with GPS, WIFI, and Beacons messaging options.
- It will double the range and quadruple the speed of low energy Bluetooth transmissions. But there’s more. Bluetooth 5 will also provide significant new functionality for connectionless services like location-relevant information and navigation. The range of Bluetooth Smart will increase by up to four times, going up from current 50 metres limit to up to 200 metres. Furthermore, the organisation said that data speeds will double to 2Mbps from 1Mbps without making any compromise on energy consumption.
- 85% of the top 100 US Retail Locations were equipped with Beacons by end of 2016 that’s about 3.5 million unique locations Estimates for total beacon deployment continue to skyrocket. ProxBook says that worldwide there will be 400 million beacons by 2020.
- Google's recent announcement of Eddystone support for Chrome browser on Android was hailed by business leaders as a game changer for the proximity marketing industry The release of Android Chrome support for Eddystone enables 800 million additional users seamlessly to be able to interact with the Physical Web aka Eddystone-URL.
- This is important because of the Physical Web. The Physical Web is a discovery service powered by bluetooth low energy beacons. Smart objects broadcast relevant URLs that any nearby device can receive. It is now standard with Chrome and available on most of your smartphones. This uses the Eddystone URL wireframe to push out content. The Physical Web acts like a universal app that allows users to walk up to any device - a vending machine, a poster, a toy, a bus stop, a rental car - and get useful content via URLs. Basically it turns CHROME on your phone into an App.
- 67% of market as of May, 2017 (for total iOS) iPhone still most popular smartphone
- -- Nearby Notifications helps users to discover what's around them, by surfacing location-specific notifications for apps and websites, with no prior app install required. -Drive your own app installs. -Open personal or business profiles in social apps. -Launch conversations or chatbots inside messaging apps. -Drive consumers to content about nearby products. -Help users explore store inventory. -Drive checkins, reviews within local/travel apps.
- App-powered developer SDI to register and deploy Eddystone beacons. Quietly launched on 4/16 but rolled out fully at Google I/O in May. http://newsvideo.su/tech/video/64496
- Since beacon signals are based on radio they can, theoretically, be read There is always the potential for competitors to use your beacon UUID codes to program into their apps and target your customers But this just isn’t very common. Most beacon providers provide constantly rotating UUID codes that synch with the cloud at different intervals Most apps are also automatically setup to recognize “changes” in UUID codes and launch countermeasures.
- Since beacon signals are based on radio they can, theoretically, be read There is always the potential for competitors to use your beacon UUID codes to program into their apps and target your customers But this just isn’t very common. Most beacon providers provide constantly rotating UUID codes that synch with the cloud at different intervals
- The growth of this “Physical Web” is what is going to make things like the Digital Concierge a reality and make all of you in the audience MASTERS and meeting the needs of your customers.
- This is currently happening.
- Starwood Preferred Guest is known for their Westin, W, Sheraton and other brands. SPG Keyless is the first truly keyless solution for a global hotel brand. In some regions, SPG members are able to check in from their device and go straight to their room. An iBeacon picks up the guest’s phone when in close proximity and unlocks the room door, giving the guest a keyless entry to his room. This is such an engaging and efficient experience for a guest. Benefits for hotels: Virtual check-in Finding the room and indoor navigation Keyless entry into rooms In-room controls Room service Offers and loyalty programs And of course, check-out Marriot purchased Starwood last September for $13 million. They are now expanding on this beacon program to their properties.
- The UK’s second busiest airport, Gatwick, has opted for the latter approach to power an indoor navigation system it’s launching as part of a wider, multi-year transformation program. Gatwick says it will not be collecting any personal data via the beacons but says “generic information on ‘people densities’ in different beacon zones” will be used to help improve airport operations — such as queue measurement, streamlining passenger flows and reducing congestion.
- This is currently happening.
- First big Eddystone case study by Google was in Portland for the PTA 87 light rail stations beam notifications to commuters Uses Bluevision beacons to connect with cell phones (no app required) Instead they use the “alert” screen to pop up notifications to those in range from the cloud Users can then use browse these notifications to see arrival and departure information
- This is currently happening.
- This is a map of known human trafficking activity occurring, right now, here in the United States. You’ll notice that San Diego is represented there. It’s a systemic problem nationwide! America and Penelope Lopez, pilot program coming to LA and other cities.
- The only time victims are away from their captors and alone is when they enter a public bathroom. In there, the victims would potentially have access to two types of devices: one a Bluetooth device prototyped with the Intel Curie IoT board and the other based on the Amazon Dash Button. America and Penelope Lopez, pilot program coming to LA and other cities.
- For shorter range, 15ft or less, the beacons last 4+ years. For longer range, 50ft+, the beacons last 6-12 months. Beacons powered by replaceable 4 AA batteries. In order to interact with the beacon, Bluetooth needs to be turned on and the customer needs to have the app downloaded on their phone. A beacon by itself does nothing. However, you can trigger a notification reminder to “turn on the bluetooth” with our Geofence feature. To make these work, you have to sign-up for a $49/mo plan that provides platform access, analytics, etc. - Engage customers on Google Chrome and send real-time offers based on location - Set up URLs on an easy-to-use dashboard and create a campaign in 15 minutes - Drive traffic to your URL of choice and conduct customer surveys, share special offers and more - Gather user analytics to analyse customer responses, survey data and more
- For shorter range, 15ft or less, the beacons last 4+ years. For longer range, 50ft+, the beacons last 6-12 months. Beacons powered by replaceable 4 AA batteries. In order to interact with the beacon, Bluetooth needs to be turned on and the customer needs to have the app downloaded on their phone. A beacon by itself does nothing. However, you can trigger a notification reminder to “turn on the bluetooth” with our Geofence feature. To make these work, you have to sign-up for a $49/mo plan that provides platform access, analytics, etc.
- NY-based Mobiquity Networks owns and operates the largest shopping mall‐based beacon advertising network in the U.S. This network is installed in mall entrances and common areas. It allows retailers to target customers without having to install and operate their own beacons. It allows anyone to target over 50,000+ storefronts. More beacon networks can be researched at ProxBook.com.
- Key areas that you should take note while using a beacon network are the popularity (and adoption) of the app and the terms and conditions with regards to the data ownership (specific to your business). It is always advisable to agree on mutual data ownership with the third party app, as the data mined can be used for strengthening your customer knowledge, online marketing and omni-channel strategy. More beacon networks can be researched at ProxBook.com.
- - If you are going to be using beacons you need to give your audience a “heads up.” Provide your target audience with full information and a review of the benefits so they can make an informed choice.
- Are you providing a discount? A free product? Is the messaging worthwhile or just a “hey, we are cool and have beacons” message?
- Black Friday as people are rushing through the store…probably not the “best” time. But as they are all lining up outside? Maybe.
- Think through an in-depth scenario map of how you want your beacon to perform. When and where do you want that beacon to perform? Check-out estimote.com/indoor/ for a free Beacon Mapping SDK (Software Development Kit)
- The average reaction rate to these notifications was just six percent across iOS and Android devices. Quora is a great example of notification fatigue. Their apps used to send dozens of notifications a day in 2014. And if you had something go viral, you would receive a notification for each upvote which could be in the 100’s it was insane. Fortunately, they revamped this in late 2014…these are issues you must be aware.
- Make sure to link your beacon marketing strategy to print, digital, and email initiatives. Just like anything else, it should be coordinated and publicized.