While beacons have great potential to improve user experiences and disrupt the world of marketing and analytics, there are many barriers still in place that rely on the user to understand the value exchange:
As illustrated above, to get a user the information they need they must be willing to download, turn on, opt-in and be willing to act on a brand’s notification.
My biggest fear is turning user’s devices into private billboards for ads. We do not need more ads… we need more real world value from our digital products. Brands must make sure they bring enormous value to the user via beaconing – if not, beacons may never reach critical mass.
August 28, 2014