Beacons Bring the Online Experience to Offline Shopping
Marketing communication lives on a chain of technology services, audiences and social networks, and the creative experts that initiate the messages. For beacons to be successful, they must seamlessly integrate with a brand or retailer's existing marketing strategy. The availability of proximity devices shouldn't fundamentally reinvent campaign messaging. As the last link in the chain between brand and consumer, beacons should be flexible and adaptable to the strategy that the organization and its team have invested in. Tweets, posts and videos are all appropriate messages for proximity marketing. Anytime brands can use familiar communications platforms in proximity, the familiarity is comfortable for the consumer and shifts the focus from the device to the message.