Tag Archives: beacon message open

Real Life Application of Internet of Things Marketing

What if the offline marketing media that used to deliver messages to customers in one direction can actually communicate with people?

We are about to share an interesting real life application of Internet of Things(IoT) marketing that actually realized the statement above.

The basic concept of IoT, connecting every object together
The basic concept of IoT, connecting every object together

Real Life Application of Internet of Things Marketing (5W1H)

  1. WHO? Exterion Media, an outdoor marketing agency based in UK,
    along with Telegraaf, a leading media company in Netherlands
    and a beacon supplier.
  2. WHEN? Since July 2015
  3. WHERE? Purmerend, Netherlands
  4. WHAT? Outdoor marketing signs such as the ones in bus stops.
  5. WHY? So that people nearby the marketing campaigns can actually react and communicate with the advertisements.
  6. HOW? Applying beacon system to all advertising signs in the region.
An example of Internet of things marketing <br /> mobile apps push messages when the device is nearby the sign
An example of Internet of things marketing
mobile apps push messages when the device is nearby the sign

It is pretty straightforward. As mentioned before, they set up a beacon system with approximately 250 beacons installed where the outdoor signs are present: bus stops, metro stations, or close to major buildings. When people pass nearby with their phones that has the ‘Telegraaf’ app installed, the app pushed a message. So how effective was the internet of things marketing campaign through beacon?

“More than 15% increase in push open rate,

along with increased Click-through Rate (CTR)”

* referred to the report produced by KOTRA(Korea Trade-Investment Promotion Agency)

Then, what benefit did each parties enjoy?

  • Outdoor marketing agency: Obtained a stepped-up version of outdoor marketing signs as well as another business model.
  • Media company: Can execute push message marketing campaigns with better efficiency.

IoT, with the proposition of connecting all objects, is not a hypothesis but a reality now. Just like the outdoor marketing signs that reached out to the potential clients with beacons, you can now realize the dream of both-ways communications with your customers rather than one-directional message delivery.

Take a leap forward in the era of IoT with our RECO CMS.

For any inquiries, contact us through the link here. :)

Bluetooth Beacons Increased Message Open Rate by 90%

You all may know location-based push messages, mostly distributed by beacons record higher message open rate than other general push messages including SMS or timed push messages.

Though internally used among employees at Yello O2O, Club Yello app recorded almost 90% of push message open rate.

This is what visitors will get upon their arrival at company cafe, ClubYello. Everyone gets an alert immediately entering the cafe region, so they can expect a win/lose giveaway before placing an order.

Initially designed and distributed for beta, RECO Team didn’t even expect the open rate to be this effective.

Then, we thought about what made this app to be this popular.

Two main reasons, but with a little bit of twist:

1. Coupons: With expiration date, yet given every day.

  • Though the visitors could receive a coupon every day, it didn’t mean that they could always win free coffee coupon. This rather encouraged people to keep their eyes on the push message alert, and contributed to a higher open rate.
  • If used effectively, the logs collected could be analyzed and you can design a more effectively personalized, and target-focused scenario based on the target behavior.

 

2. Word of mouth (about Bluetooth!)

  • Not many people in Korea are familiar with Bluetooth nor BLE beacons nor have needs for having the Bluetooth turned on all the time.
  • But since the visitors could receive alerts on a daily basis, people who voluntarily turn on Bluetooth encourage other to install and participate. Eventually the scenario alone ‘persuaded’ people to voluntarily participate in the event.

 

The success of the app was brought by inducing right customer behavior with proper reward, timed at a very expected time (immediately after their arrival to cafe).

And the 90% didn’t even come from retargeting; which opens up a wider possibility for a higher end-user engagement and more cost-effective service for providers.

Want to apply this to your business as well? Email us at biz@perples.com and we’ll get back to you shortly.