How Are Retail Stores And Venues Utilizing Beacons For Proximity Marketing?
Beacon marketing is a proximity marketing strategy that uses Bluetooth Low Energy (BLE) beacons to send targeted messages and promotions to nearby mobile devices. The goal of beacon marketing is to provide a personalized and contextualized experience to customers, increase engagement, and drive sales.
It’s important to note that the technology of beacons is different from geofencing. Beacons are not intended to track the location of individual users, but rather to provide contextual and personalized experiences to users who opt-in to receive them. In addition, users have the ability to disable Bluetooth and opt-out of location-based services if they choose to do so.
Beacons themselves do not know the exact latitude and longitude of the mobile devices or even the other beacons around them. Instead, beacons transmit a signal that contains a unique identifier, which is picked up by the mobile device within its range. The mobile device then uses this identifier to determine its proximity to the beacon, but not its exact location.
Grand View Research