In e-commerce, detailed information about customer behavior is known. For example, in an e-commerce store, a lot of information, such as how often a product is seen, the product groups are the most interested, or the products purchased in previous purchases can be accessed. With the development of technology, there is a need to learn more in physical fields as online, online. For example, with closeness marketing, now we can learn more about the behavior of customers who come in the physical store.
What is proximity marketing?
Close Marketing is a marketing strategy also known as hyper-local marketing. When thinking about the targeting group in closeness marketing, the name of hyper-local marketing becomes logical, as you target those who are at a special place in your intended time interval. With proximity marketing, the desire to use and use this data in physical locations, as well, is fulfilled in digital. In this way, companies have the opportunity to target the customer at the right time with the product or service in which they are interested in physical stores. They send highly relevant personal information. In addition, the company’s budget is used effectively without any waste, communication is done only for target groups, and marketing messages do not transmit more than necessary. It can be used by retail stores, museums and all other indoor places where there is a desire to reach the right people at the right time.
What are the most popular closeness marketing technologies?
Although Bluetooth proximity is the most commonly used technique in marketing, other techniques such as WiFi, NFC (near region communication) and GSM are also used. Every technique has professionals and opposition. For example, in WiFi-based technologies, it is a negative aspect that customers have to join the local WiFi network to benefit from closeness marketing, while the comprehensive availability of local WiFi networks is a plus. Even if not everyone has a smartphone, they have a SIM card, and in GSM-based technologies, closeness is made through the marketing tower where you have a cellular connection. While it is a plus for GSM-based technologies, targeting people in a large area is a minus.
Being capable of transferring a small amount of data and being able to transfer the communication devices at a maximum distance of maximum 10 cm from each other, NFC-based technologies create a disadvantage, which creates a safe payment method to pay it with NFC. While the need to install hardware in beacons can be considered a negative aspect, they are today much better than other techniques in terms of the limit of the presence of Bluetooth technology in almost every smartphone and distance in conditions.
What is beacon?
Becons are Bluetooth low energy (BLE) based wireless devices, with wireless equipment small power consumption. They have high location accuracy, and no additional equipment is required for proximity marketing because almost every smartphone has Bluetooth technology.
Bikans attracted the attention of many people and began to be used after the first launched Bluetooth beacon in 2013. One of the biggest problems of that time was that Bluetooth was not suited to battery. However, with Bluetooth 4.0, the problem has disappeared with Bluetooth low energy (BLE). Another problem was that the use of Bluetooth was not as common. Today almost all smartphones in use have Bluetooth. In addition, we use our phone’s Bluetooth a lot, along with the weedable technology products and IOT devices that we use almost everywhere in our daily life.
How do beacons work?
Beacons are small equipment placed at specific points in physical locations. These devices transmit signs from where they are located. Bluetooth-competent smart devices that enter the area where they transmit the signal, detect this signal. The device then identifies the beacon with its ID number. The smart device then sends this ID number to the server. After all these stages, it is now ready to communicate with customers.
How does close marketing help you, why do you really need it, and what are the cases of use? If you wonder all these, the answers will be in Poilabs blog in the coming weeks. Before that, you can read the Hope case.
