Beacons Offer Advertisers A Sophisticated Way To Gather Consumer Intelligence

The tiny Bluetooth transmitters known as beacons offer marketers a new layer of consumer intelligence that reveals digital actions and exposures. Beacons – currently placed around stores to push coupons and user reviews to shopper phones and tablets -- allow advertisers to pull together online ad and marketing exposures to offline behaviors. They also make the process of retargeting offline behaviors with online ads very accurate “because real-world behaviors can be located to extremely precise locations and interactions”. The insights on the potential of beacons were presented at a recent Mediapost conference.