iBeacons are essentially ‘GPS for indoors’, which send personalised, micro-location –based notifications and alerts to one’s iPhone. They allow for location-specific targeting of your consumer, such as a highly targeted and relevant coupon for a product based on a fixture they are heading towards in a shop.
iBeacon tech has proved so popular that Mobikats has just launched its own iBeacon mobile marketing platform dubbed Beura. The platform enables brands to track audiences in real space, engage them in real-time and deliver tailored messages, from reward points to service information. It targets consumer spaces such as retail stores, malls, museums, airports and hotels giving brands a chance to capture their audience in the moment with rich, relevant, proximity experiences.
What are its advantages?
iBeacons can give retailers or brands the opportunity to communicate directly with shoppers not only at a store level but in an aisle or even at a fixture. They are small, low maintenance, low energy and consequently very cost-effective; they can run for up to two years as they have a self-contained power source.
Utilising iBeacons is a great way of amplifying a shopper’s customer journey and ensuring all touchpoints are attended to.
Emotion becomes the focus
The world is increasingly ruled by algorithms and electronic devices, which means PR needs to have a human element to remain relevant. PR pros need to be specialists in creating meaningful engagements — with content, events and other forms of communication — because nothing is more meaningful than something people can relate to.
In 2020, PR pros will be fighting it out against masses on content online, and consumers are moving towards digital detoxing and decluttering. In order to be ‘future-proof’, PR will need to present consumers with content that is relevant and cuts to the chase.
PR agencies should hire PR pros in writing-based roles, such as content strategists or digital marketing strategists, who can focus on creating content that really engages the audience.
More so than ever before, in 2020, PR agencies will need to demonstrate a deep understanding of their clients’ business and utilise their creativity for maximum effect.