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Beacon technology

New proximity destinations


Software and marketing combine in Beacon technology: but what is it all about?


The increasing use of smartphones is giving rise to what can be described as a true digital revolution. New and advanced means are available at ever lower costs and with a major impact on our daily lives. It is enough to realise thatman went to the moon with technologies inferior to those we have today... at our fingertips.

Powerful software, which is in fact available to everyone, is also often used by companies for marketing purposes: think, for example, of the push notifications we receive via the apps installed on our mobile phones. This mechanism can also be triggered by sensors such as GPS trackers, which enable platform-to-human communication even on the move by means of geolocalisation.

In particular, the need to address users through proximity marketing technologies is becoming more and more frequent: among all the devices that enable communication in specific places and contexts, beacons stand out.


Beacon technology

New proximity destinations


Software and marketing combine in Beacon technology: but what is it all about?


The increasing use of smartphones is giving rise to what can be described as a true digital revolution. New and advanced means are available at ever lower costs and with a major impact on our daily lives. It is enough to realise thatman went to the moon with technologies inferior to those we have today... at our fingertips.

Powerful software, which is in fact available to everyone, is also often used by companies for marketing purposes: think, for example, of the push notifications we receive via the apps installed on our mobile phones. This mechanism can also be triggered by sensors such as GPS trackers, which enable platform-to-human communication even on the move by means of geolocalisation.

In particular, the need to address users through proximity marketing technologies is becoming more and more frequent: among all the devices that enable communication in specific places and contexts, beacons stand out.

What are beacons?

Beacons are small sensors that, when placed in specific physical locations, transmit targeted and personalised information to a mobile app on users' smartphones by emitting signals in predefined frequencies that are picked up by the mobile device using Bluetooth Low Energy (BLE)technology.

The strength of these devices lies in the fact that they manage to send content to people interactively and at a time when they are most likely to take action.

Today, beacons are used in many sectors, which have decided to make use of this particular technology both to improve their own performance (and thus expand their business) and to help the user. Let us look at some examples:

The largest use of beacons is closely linked to digital marketing strategies. Many companies, both small and large, use them to accelerate conversion processes. For example, personalised promotions can be sent to users in a certain location.

Beacons are also used to manage and monitor warehouse logistics, which is particularly useful for companies with e-commerce. It is possible, for example, to localise and track goods in real time: a considerable saving of resources!

One of the most interesting uses of beacon technology is to provide, through the use of proximity, useful information to users. Ikea, for example, uses beacons to communicate with store visitors in different areas of the store. Some museums also use them to describe works of art.

There are some particular dynamics in which the correct use of beacons can bring advantages, both from a business and a non-business perspective, including in terms of energy savings. A Bluetooth connection between lamps, for example, can allow the lighting intensity of a closed environment to be adjusted.

Beacon antennas: solutions (also) at a distance


Beacon technology can overcome the natural barriers associated with Bluetooth technology and the distance between sensor and device by installing antennas that allow communication with ranges of up to 200 metres from the point of origin of the signal.

This solution becomes a significant marketing opportunity when used in client-based logics such as:

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