Bluetooth Beacons Can Be Used To Better Target Messages to Consumers, Says AT&T Blog Post
Bluetooth low-energy beacons can deliver more precise indoor location-based services than Wi-Fi, but have their limits, said an AT&T blog post. A beacon transmits a signal to a smartphone to share its proximity to the beacon. Beacons require mobile apps…
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and require a company to know what it wants to communicate, said the blog post by Maribel Lopez of Lopez Research. “The beacons aren’t smart,” Lopez wrote Monday. “They transmit signals, not content. You have to code what that signal means in your app. This sounds easy, but it requires planning.” Beacons also aren’t as good as Wi-Fi for overall customer analytics, she wrote. “With beacons, a company can only capture analytics on the users that have downloaded the app,” she said. “If the store is using Wi-Fi for location services, it can capture basic information, such as entering the building, from every user that has Wi-Fi turned on and has associated at least once with the Wi-Fi network.”