Location-sensitive transmitters -- called "beacons" -- can send targeted advertising messages to smartphones and mobile devices based on their precise indoor location (for example, in the cereal aisle of a super market or the jeans department of a clothing store). Beacons are a reality and represent the future of shopper marketing, but they may also cause a big headache (see more about this below). Beacons are just one more technological advance in mobile and out-of-home communications that marketers, retailers, agencies and media sellers need to understand and build into their business models.
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.