Let’s look at the current beacon narrative, bust the myths and reveal new truths about beacons, apps and the Physical Web.
The conventional wisdom about beacons says to use the iBeacon format for mobile apps and the Physical Web for mobile browsers. We’re as guilty as anyone for this narrative. As anyone who follows technology knows, change happens quickly. The lines between what iBeacon and the Physical Web can do are blurring. We’re guilty of changing this narrative, too.
A few months ago, we released a software developer kit (SDK) that enables native apps to see and interact with Physical Web content. More recently, we created CoverCards™ to improve the way marketers create proximity marketing touch points, and created a better Physical Web browsing experience with our PHY.net Browser. Our platform redefines what is possible on the Physical Web. Let’s look at the current beacon narrative, bust the myths and reveal new truths about beacons, apps and the Physical Web.
Brands that enable their apps with our Physical Web SDK add a powerful proximity marketing channel to their marketing mix. They can get many of the same benefits of iBeacon like usability, user experience, and tight iOS integration. At the same time, they add many advantages of the Physical Web like direct access to content and interaction, lower implementation and maintenance costs, improved reach to non-app users, tighter integration with Android and an easier ability to scale.
Yet technology analysts continue to promote the old story that iBeacon is good for one thing and Physical Web for another. The new conventional wisdom is, with PHY.net your beacons can take on the best characteristics of both.
A PHY.net-enabled app can lead to more app downloads and increased user engagement because the Physical Web makes general content available to people with any open Physical Web browser. They can then be offered extra incentives to download and use a specialized (branded) app to view content. If those app users are enticed to log in, they can see personalized incentives.
This process gives consumers a way to sample content prior to moving to premium or personalized content, gently moving someone from being a curious shopper, to an engaged, loyal customer.
The Physical Web presents an attractive alternative to the “push and track” model of proximity marketing commonly used with iBeacon. Its premise: people generally respond better to interactions that they initiate, rather than interruptive prompts, and that people prefer to pull engagement rather than having it pushed at them.
Once people are made aware of nearby Physical Web content, they need only tap a button to see it. The self-service nature of the Physical Web changes the beacon experience by allowing people to research and browse at their convenience, call on specific product expertise through online chat or phone support, or even signal when they are ready for in-person assistance.
As for iBeacon, installation can be a delicate – and expensive – prospect. Trained on-site installers typically configure an iBeacon deployment, then “tune” the install, testing and adjusting for overlaps in the invisible Bluetooth signals. Any changes to the physical environment will require the installers to return, incurring additional expense.
Forrester Research reported that current beacon deployment and management methods with Apple’s iBeacon™ protocol can cost $300 per year, per beacon. The challenges associated with iBeacon deployments are solved with the Physical Web.
Marketing works if you can create awareness. The iBeacon protocol is great for monitoring customer movements, and these interactions help marketers predict, then trigger action in the form of “push” messages.
Push messages create awareness, but not always the good kind. They are a distraction unless they provide useful information or special offers that correctly predict the customer’s intent. Apps that push a mis-timed or off-target notification give people another reason to groan – and to uninstall.
Push messages are best used in moderation. Remember that your app is not the only one on someone’s phone. Some smartphones have 20, 30 or even more apps. What if they all sent push notifications? It’s no wonder the No. 1 reason people uninstall an app is annoying push messages. According to a recent survey, 46% of app users would disable push notifications if there was more than one a week, and 32% would stop using the app if they received between 6 and 10 in a week.
We believe curiosity is a better connector than prodding for user engagement. The Physical Web waits quietly until called upon and gives the consumer a way to initiate an engagement. It avoids pushing the wrong message – or any message – at the wrong time.
Most people are driven by visual cues. That’s not just conventional wisdom. Facebook, Google and even Twitter studies have shown that pictures get more clicks. We built on that concept for the PHY.net browser by piggybacking on the same Open Graph and JSON-LD tech that is already built into millions of the world’s webpages.
The PHY.net platform assigns each beacon a unique identifier called a phyID. BKON beacons ship with phyIDs installed but any Eddystone-URL compatible beacon can receive one. Each phyID can then take on attributes such as location (store number, aisle), campaign (back-to-school, dinner specials). With the phyIQ feature in PHY.net, you can measure just about any datapoint you want.
Our SDK can then add more contextual data to the transaction, identifying the device and the user when allowed. In addition, PHY.net dashboard can measure how many times a beacon is scanned. When using our CoverCards feature, administrators can also measure when web sites are clicked. Of course, since all Physical Web beacons broadcast URLs, marketers can evaluate campaign’s performance with rich web tracking tools like Google Analytics.
Only authorized users can change PHY.net settings. A single user can have basic access and Enterprise plan users can give account administrators control of multiple users, each with varying levels of access.
Each BKON-brand beacon includes firmware with an embedded keycode that allows PHY.net to lock ownership and control to an owner’s account. This means PHY.net knows which beacons are “official” and which are copies. After a time, pirated (spoofed) beacons will point to alternate content controlled by the original beacon owners. This is especially useful for proximity rewards programs or any other use case where security is a concern.
The proximity marketing landscape is constantly changing, but we can help. Feel free to contact us any time with your questions.