location-based marketing

Beacons - do we risk a wave of spam?

So would have us believe professionals earning on the distribution of unsolicited information in the net. Beacons pose a serious threat to professional spammers, who up to now were doing well, offering their services to companies unaware of law violations. Meanwhile, the twilight of marketing mass communication is coming slowly.The era of personalized advertising is emerging. It is what clients are waiting for.

As everyday you open the mail box, browsing the morning mail. In the end, you look into the spam folder to see if there is some importent message missed. What a surprise when you spot the adverts of well-established companies! Is it possible that such high-profile brands broke the law by sending spam? No, it is done mostly by third party companies offering mass distribution of ads.

Those intermediaries operating commonly as a e-marketing companies, violate Article 24 of the Law on electronic services, which says clearly: "Whoever sends unsolicited advertisment by means of electronic communication is a subject to punishment of a fine". Cfatiness of the entire project lies in the fact that mass advertising emails almost always end up in the spam directory dedicated, so no one feels annoyed by their presence. Companies that commissioned the campaign do not realize the fact that the effectiveness of the ordered advertising is nil, and that the invested money is thrown down the drain.

The situation on the advertisming market can be change dramatically by systems on based beacons. Will non-mass marketing reduce the effectiveness of advrtisers’ efforts? On the contrary, a personalized offer is what a customer expects today. Men no longer want to receive promotional coupons for pantyhose, women do not want adverts for potency and Star Wars fans are outraged when being offered gadgets from the world of Star Trek.

Shopping malls, boutiques, exhibition halls, virtually all trading centers can take advantage of this new technology that not only allows advertising tailored to customer needs, but also the introduction of attractive loyalty programs, elements of gamification whether and even the payments through beacons themselves. Everything is now in the hands of software developers who need to reconcile the requirements of sellers with customer needs. This, however, thanks to appropriate algorithms, is simpler than it sounds.

A customer entering the shopping center may wish to gain specific information. And so will he receive. Specials on shoes? Here you are. A new smartphone? A coupon on books? Trousers in the right size? No problem! And all this with the prior consent of a customer, thanks to ‘opt-in’ rule which allows the user to specify what type of content is relevant to theit needs.

Beacon technology is the latest proof that advertising does not have to impose the customer any longer, instead of adaptation to demand or even skillfull creatation of this demand through loyalty programs. What is more, we are dealing with a situation where less data generate greater feedback since personalized communications that meet the client needs are not discarded as spam. So called pull messaging is also significant here. It means one can initiate the retrival of the information of interest.

On the beacon network a client can feel good and comfortable, and sellers can increase profits, without exposing consumers to the Internet or mobile spam.