WHY IT MATTERS: Digital Transformation
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WHY IT MATTERS: Digital Transformation
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Curated by Farid Mheir
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The Power of Data As the Next Big Thing in Content Marketing @HBR 

The Power of Data As the Next Big Thing in Content Marketing @HBR  | WHY IT MATTERS: Digital Transformation | Scoop.it
The diminishing effectiveness of conventional advertising and the rise of social media have led more and more brands to embrace content marketing. More and more companies are seeing themselves not just as advertisers, but as publishers, launching digital newsrooms, podcasts, and other forms of branded content in order keep their brands, perspectives, and value propositions in front of customers.
Farid Mheir's insight:

I wrote about this in the past numerous times and it is great to see HBR and others recognize this important trend: companies are sitting on huge amounts of information they can use to extract meaningful information and share it with their clients and employees to attract and retain them.

 

For example, look at jawbone and how they do it

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From Carrefour to Nordstrom: 25 #Retailers Nailing it with their #Proximity Marketing Campaigns #beacons

From Carrefour to Nordstrom: 25 #Retailers Nailing it with their #Proximity Marketing Campaigns #beacons | WHY IT MATTERS: Digital Transformation | Scoop.it

Unacast’s latest Q4 Proxbook report confirms that beacon deployments are on track and the numbers align with ABI Research’s forecast of 400 million beacons to be deployed by 20201. Last year, we saw big brands undertaking large scale beacon deployments. And, this year started with Rite Aid’s announcement of initiating the largest beacon-deployment in a retail setting till date. Discover the top 25 proximity marketing campaigns in retail and what they are doing right.

Farid Mheir's insight:

A review on real-life beacon deployments in retail store tends to demonstrate a resurgence of proximity geographic location tracking.

 

WHY THIS IS IMPORTANT

Digital transformation strategies require that customers are tracked in the real world as much as they are in the web-world. This often means that the mobile devices we carry enable a seamless digital communication - tools to push promotions and notifications while we walk the street or store aisles. To do so, retailers must know where you are and geofencing is not enough anymore. Beacons come to the rescue and mobile OSes - both Apple and Google - now build into their APIs very good location services which allow mobile app developers ways to connect with users in a very personal way. Using GPS location is not sufficient, especially indoors, so beacons are a must and reports such as this one show that our physical world has become a forest of digital beacons to track our every moves. We all thought this technology was dead after the initial failure of the 2013 Apple announcement. However, all retailers should now include geolocation and proximity tracking in their digital strategies and mid-term roadmaps, as it has apparently moved from the lab to the real world.

 

More on location services in the OSes, see the following links:

 

https://developer.apple.com/library/content/documentation/UserExperience/Conceptual/LocationAwarenessPG/Introduction/Introduction.html#//apple_ref/doc/uid/TP40009497-CH1-SW1

 

https://developer.android.com/guide/topics/location/index.html 

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Short #video and post explain everything you should know about #beacons via @pulsatehq

Short #video and post explain everything you should know about #beacons via @pulsatehq | WHY IT MATTERS: Digital Transformation | Scoop.it

We've seen the media hype about beacons. We've read about proof of concepts and how they are the latest and sexiest devices to hit the Internet of Things. Beacons are here to stay. Now's the time to get serious in your business about the impact of these devices. This year alone beacons are set to influence over 4 billion US dollars of retail sales, and that number is set to grow tenfold by next year.

Farid Mheir's insight:

Outstanding 20 minutes video that explains what beacons are and how to use them, in layman's terms.

 

WHY THIS IS IMPORTANT

We all carry mobile devices in our pockets so we are all targets for beacons and geofencing by retailers and brands. We were just getting used to being tracked everywhere we go online, and now we have become targets in the physical world as well. It is essential that we all know what level of tracking we are subjected to.

On the other hand if you are a brand or a retailer, you must know about beacons and geofencing and ensure your marketing team includes it in their digital strategy otherwise you may be missing out over your competitors.

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