Use our Nearby Software Developer Kit to easily give your customers the benefits of direct-access content.
A “nearby button” is a tool that gives an app inbound proximity marketing capability, as well as a dynamic new source of content. App users can now directly access nearby information or services to fulfill their questions and needs. And marketers can capture the “micro-moment” when people want to learn, do or buy something.
The application is simple. Use a beacon to create a location-specific digital presence, and identify it with the Physical Web symbol. When someone sees that symbol, they tap the matching symbol in their app (the nearby button) to directly view whatever interaction or content is available at that location.
Let’s look at benefits of adding a nearby button to your app.
Add a powerful and flexible inbound marketing tool to your app with a few lines of code from our Nearby Software Developer Kit (Nearby SDK). Inbound marketing is the art of being in the right place with the right content when customers are searching. When customers inside your store tap your app’s nearby button, they can directly access your content. These are valuable interactions in what Google calls “micro-moments,” defined as moments of intent when a customer wants to know, do or buy something. They represent moments when customers reach out to you from known locations.
Take advantage of your customers’ natural curiosity. Physical Web content such as the “Deal of the day,” or “Tap to hear what ‘celebrity X’ says about this product” will get attention. Curiosity is a powerful motivator to drive inbound interactions.
When a customer is near your product or service and reaches for their phone, control the information most conveniently accessible to them. A nearby button positions you to be there to engage when your customers are ready to engage.
Existing proximity marketing technology can tell us “who” is in the store, and “where” that shopper is in the store. However, knowing “who” and “where” are just data points to get closer to “what.”
On the other hand, when people discover and choose Physical Web content, marketers immediately know “what.” They also know “where” that beacon was located. Finally, content seen through a Physical Web enabled app can tell us “who.” Taken together, the Physical Web may be the highest and best use of beacons.
The Physical Web is a new dimension of the web that opens a world of consumer-initiated interactions. Because location and subject are known, marketers can focus on catering content to a specific audience, delivering what’s important to them, and what they love. Context makes this level of focus possible. The early brands and companies to adopt Physical Web marketing strategies will gain a competitive advantage.
By making your app relevant to both time and place, it’s more useful to consumers on the go. A nearby button introduces continuously changing content as your customers move about. By offering additional content and services on your app, you give people more reasons to use it, and it creates more opportunities to engage. They are also more likely to share your app and less likely to uninstall.
Adding a nearby button is the easiest way to incorporate proximity marketing into your app. Marketers can rapidly deploy inbound touch points wherever they think customers will want rich content, and where customers will benefit from direct interaction.
Learn where your customers interact. A nearby button opens your app to location-based metrics so you can get closed-loop feedback on what content gets traction and where it is accessed.
A nearby button makes it possible to personalize proximity interactions. When someone comes into range of your beacon and accesses its content, our tools let you know time and location of the interaction. When someone accesses that content through your app via a nearby button, you’ll know who the user is.
Apps with static content become stale. The nearby button let marketers update an app with minute-by-minute transitions tied directly to a customer’s location and needs. Not only can new content be created quickly, it can be remotely updated by dashboard, group, schedule or API.
If you can manage a brand’s social media, you have the technical skills use BKON’s PHY.net platform to add nearby content, which can include images, video or audio. Best of all, you can add or change content to any location or touch point.
People in physical locations often want to do more than get information. They want to control a video, interact with a machine, request a demo, or share a text. A nearby button is the easiest way to give customers direct access to nearby actions and services (i.e. vote, review, tweet, share, query,…)
Let customers choose what they like and they will reward you with their loyalty. Customers value when you’re available to answer their questions.
When people click on Physical Web content to learn information or receive a special offer, they are self-qualifying themselves as prospects, giving marketers a unique opportunity of influence.
The beauty of the Physical Web is that it is universal. Content deployed for in-app interactions is also available to consumers who do not have your app, so your content has more users. BKON’s platform allows marketers to manage direct access content through apps, through browsers via the Physical Web, or through both simultaneously. The Physical Web is natively integrated into Android devices, and into browsers such as Chrome and Opera.
A nearby button allows app users to directly access location-based digital content, but just as important, it immediately moves the content to the user’s mobile device, where it may be saved and shared. As a bonus, you’ll know where it was shared from.
While Physical Web content is widely available, BKON enables app owners to curate content for their app users. For example, a retailer’s shopping app could be restricted only to content produced by the retailer. Curation also ensures the security of retailer-approved links.
App owners can give premium content to app users and make non-app users aware they’re missing out. For example, a retailer can offer a Physical Web coupon for a 10% discount, but let them know that downloading the app can result in a 20% discount.
Make your customers happy with frictionless, direct-access content. People like prompt answers to their questions. They want responsiveness. They demand relevant content. More than ever, they are looking for experiences with brands rather than ads. The customer-led approach of the nearby button does not risk customer alienation, unlike the tracking and push messages common with iBeacon.
Deployments are quick, do not require skilled installers, are easily moved when plans change, and can be effective for a few touch points or a few thousand. A nearby button in your app prepares you to respond quickly to changing market opportunities.
Be a bigger part of the customer journey. The nearby button gives brick-and-mortar stores new tools that were previously available only to online retailers. A “Tap to order if we do not have your size” card can capture sales in the moment. Contextual marketing connects consumers at a time that has been previously hard to access: when someone is present with a product or service and has a need. Retailers, brands and venues that capture this moment will be far ahead of their competitors in building and maintaining solid customer relationships.
A nearby button opens a new form of proximity marketing. Even though the Physical Web is very different from iBeacon, the two approaches are compatible. iBeacon apps track user movements and push messages predicted to be relevant. Physical Web beacons deploy valuable content that people can choose to interact with. The two approaches are opposite in UX and do not conflict.
Proximity marketing via a nearby button is affordable. Forrester research said in a recent report that iBeacon deployments can cost up to $300 per beacon, due to operational costs of deploying and managing these devices on an ongoing basis. Compare this to the recent use of Physical Web beacons at four University of Alabama museums, where all of the content was developed by sixth-graders at Brookwood Middle School and the beacon deployment only took four hours.