Step 4: This user decides they want to try the shoes on before buying, so they walk into your shop. Step 3: User clicks on the search ad, browses the product, then closes their phone. Step 1: User types in search terms “smart black shoes.” However, by tracking key interaction points of users that have clicked on your digital ads you can understand how effective your digital ads are at driving customers and sales to your store.
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Traditionally, it has been a marketer’s nightmare to understand how their online marketing efforts are linked to offline attribution. This means that when you serve your Google search ads, you may be able to attribute the number of online users that walk into the store.īusinesses and marketers spend billions each year on their online advertising efforts therefore, understanding your offline attribution is more important than ever. Improved offline attribution with Google Adsīy connecting the signals of your beacon to your Google Ads account, gain a lot of useful insight into your searcher’s offline activity and may even help you track in store visits. Some functions were available when the beacons were first introduced, and some have become available as the technology has advanced. The technology itself has lots of applications and potential. What Are the Benefits of Beacon Technology? Now, you are probably asking, what does this technology actually mean to me a marketer or local business owner? This next section will cover the benefits of beacon technology and just how these could improve your business. Late 2017 – Present: Google pilots Project Beacon.
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However, Google works on making it possible for people to use the feature without downloading any apps, resulting in a resurgence in popularity.Īug 2017: Bluetooth states that beacon technology will become the foundation of the Internet of Things.
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Late 2016: With users needing to download apps to receive proximity marketing from beacons the popularity in retail begins to stall. Being compatible across platforms, it aims to encourage developers to work with beacon technology.ġ4th April 2016: Google announces Eddystone-EID, which turns your phone, if connected to a beacon, into an encrypted target – safeguarding users when connected. Eddystone is designed to provide location-based content to your smartphone. This offers a cheaper and lower maintenance alternative to Wi-Fi for indoor navigation.Įarly 2015: Some of the largest and most downloaded apps, including Facebook and Shazam, begin integrating beacons into their functionality.ġ4th July 2015: Google launches Eddystone, a platform-agnostic competitor to Apple’s iBeacon. Customers were also tracked on how long they spent looking at an item and their method of purchase in order for the retailers to form a more accurate and personalized marketing strategy.Ģ9th September 2014: The single largest application of beacon technology in retail to date occurs when Macy’s installs over 4,000 devices across their shops.Ģ1st November 2014: Aruba Networks successfully implements “blue dot” indoor navigation using beacons.
Significantly, customers had to have an app downloaded to receive the beacon’s information.
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Now that we’re clear on what beacon technology is and how it works, let’s take a look at when beacon technology was first developed and how it has been adopted around the globe.ġ0th June 2013: Apple introduces iBeacon as part of iOS 7 at World Wide Developer Conference (WWDC 2013).ġst September – 10th November 2013: Titan installs 500 beacons in Manhattan phone booths for “ maintenance purposes.”Ħth December 2013: Apple installs beacons in all 254 of their US shops to provide customers with in-store notifications about items, product reviews, and deals.ģ1st July 2014: Over 50 of the Top 100 US retailers test beacons in their shops.ġ2th August 2014: 3 UK stores trial beacon technology in their mannequins with the aim of providing prices and links to buying online to customers when they enter the beacon’s 50-meter range.
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