Location, Location, Location: The Rapid Growth of Beacon Apps

October 15, 2015

Modern tech relies heavily on location-based services—and it’s spurring development of apps to amp up services. Consider Google Now, available on Android systems, which pushes important docs—like your boarding pass—to your device when you arrive at the airport. And, depending on where you’re flying, you may encounter beacon apps in the airport too.

Beacon technology, or “ambient context identification,” uses Bluetooth to connect with a user or consumer through an app. While it’s not completely seamless yet—users have to have location services on, use the app and turn on permission for updates—beacon technology has inched into many industries, from tourism and real estate to education and retail.

Wireless beacons placed throughout a store send users relevant updates. Context—and location— is everything. Hillshire Farms pushes coupons to users when they approach the section where products are sold in the grocery store. Stadiums and concert venues are using beacons to push seat upgrade notifications to fans.

What This Means for Business
Beacon technology is growing, and it’s growing rapidly. It represents a “micro-marketing” strategy, or one that targets a very specific, very tuned-in audience. Leverage these updated location-based services to better track, follow and pursue customers. If beacon tech doesn’t align with your business model, consider applying a micro-level strategy to a social media or other campaign.