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Webinar on May 28: How beacons tie in with a retailer’s larger location marketing strategyBy
Beacons are gaining steam as the newest tool in the retailer’s repertoire to introduce micro location-based messaging and personalized content to indoor locations. Macy’s, Safeway, American Eagle Outfitters, Frank & Oak and Apple have used beacons to good effect in stores to deliver aisle-based offers to opted-in consumers.
This hour-long webinar on Wednesday, May 28 at 2 p.m. to 3 p.m. ET will discuss how instant information related to products and promotions delivered to mobile customers via beacons in-store enriches the consumer experience, and also gives retailers and brands a 360-degree view of their target audience. Webinar panelists Brett Leary, vice president and group director of mobile at Digitas LBi, and David Gagne, vice president for wireless and services at Motorola Solutions, will join Sheryl Kingstone, research director for mobile leadership strategies at Yankee Group, and Eric Newman, vice president of product and marketing at sponsor Digby, to discuss how retailers and marketers can use beacons for greater customer engagement.
“While the concept of beacons is certainly enticing, the protocols, technology and best practice around that require serious attention,” said Mickey Alam Khan, editor in chief of Mobile Commerce Daily and Mobile Marketer, New York.
“Delivering pertinent offers to opted-in consumers who are in a certain store’s aisle is almost the Holy Grail of location-based marketing,” he said. “But getting it right is key, and here is where savoir faire is put to test.”
In addition to retailers, even consumer packaged goods brands and publishers such as Conde Nast’s Epicurious are partnering with retailers and advertisers to deliver more personal, targeted, immediate, measurable and actionable marketing with the right mobile messaging strategy.
With Bluetooth Low Energy, or BLE, beacons use mobile location to market directly to the consumer’s mobile device.
Yet the key question is: Are retailers and marketers keeping up with their customers – and how much is too much?
This webinar is one in a series produced by Mobile Commerce Daily to inform and educate retailers, brands, agencies, publishers and marketers on mobile commerce and mobile-influenced retail.
Digby, Austin, TX, is the sponsor of this webinar.
Date and time
Wednesday, May 28 at 2 p.m. to 3 p.m. ET
How retailers can use beacons to tie in with a larger location marketing strategy
First things first: How do beacons work
Where do beacons fit in a retailer’s omnichannel strategy
How beacons tie in with a larger location marketing strategy
Getting consumers to opt in for mobile engagement and how to make that experience relevant
How retailers can avoid over-messaging the customer
Brett Leary, vice president and group director of mobile, Digitas LBi
David Gagne, vice president for wireless and services, Motorola Solutions
Sheryl Kingstone, research director for mobile leadership strategies, Yankee Group
Eric Newman, vice president of product and marketing, Digby
Mickey Alam Khan, editor in chief, Mobile Commerce Daily and Mobile Marketer
Attendees to the webinar can request a copy of the deck.
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