Page 31 - GBC winter issue ENG 2019

French poet, Jean Cocteau, once began a speech by saying, “I have said this many times before, but nobody listened, so I will say it again.”
Traditional advertising is also speaking, but few if any, are listening. Traditional signage and marketing are becoming less effective as con- sumer habits change. Business reach is only as good as the people who see your ads.
So, where are today’s consumers spending their time? On the phone! Millennials and Generation-Z don’t read traditional market- ing materials and so the question becomes, what new tools are avail- able for customer engagement that meets their expectations? The reality is that most new busi- ness is generated by mobile ad spend and more customer contact.
Businesses today, especially in the retail industry are seeing reduced foot traf c and customers who are pressed for time. So, the best strategy should not only be more customers, but ones who keep buying for longer and spend more when they do. Obviously, the best time to reach your customer is onsite or near your business.
hnology
So, what combination of tech- nology is designed to leverage con- sumer smartphones with accuracy and speed? Having the ability to engage and in uence consumers precisely during the moment of heightened activity or “in the moment” provides a marketing opportunity for business to drive on-site sales, incentivize promotions and understand online-to-of ine behaviour. Customers expect speed, real-time and accuracy when receiv- ing promotions. Beacon technology can now provide that opportunity on a proven commercial scale.
EVOLVING TECHNOLOGY
We are all now familiar with GPS (Global Positioning System). The system works great for outdoor highway and street navigation, and on waterways.
However, GPS is like horseshoes or hand grenades, if getting close is what matters than it is great. As the signals come from space, the service can be considerably degraded near large structures or buildings. Inside buildings, it will not work well and de nitely does not have vertical capability, so it cannot distinguish if you are on the 1st or 2nd oor, etc. In a city, often it cannot distinguish what side of the street you are on.
Sales
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