Overcoming the Privacy Challenges of Beacon Marketing

Posted by GPShopper Press Coverage on Aug 4, 2014 4:05:00 PM
GPShopper Press Coverage

ForresterForrester's latest report on beacons, The Opportunities And Challenges Of Beacon Marketing, cautions marketing leaders that, while beacons have a great deal of disruptive potential as they bridge the digital and physical worlds, they must think strategically and responsibly about how — and if — to implement beacon marketing programs.

Forrester believes that the future of marketing is in contextual experiences that offer true utility to the user, recommending that marketers develop pilot programs with customer needs as the focus. To create a responsible and engaging beacon marketing program, you must clearly articulate your data and privacy policies.
Beacons_Personalization
The report notes: When asked about why they’re not interested in receiving digital coupons or product information on their mobile phone while shopping in a physical store, 33% of the US online adults aged 18-plus that we surveyed mentioned privacy as the top reason. Even if these tactics are used only to track consumer behaviors passively and anonymously, you need to evolve your privacy policy and be very clear about the data you’re using and what you’re using it for, in addition to messaging the benefits that consumers will get.

As Maya Mikhailov, founder of GPShopper, rightly puts it, “Marketers should implement double opt-in processes for the beacon in-store experience."

Disney, which uses beacons in wristbands that guests wear in its hotels and theme parks via the MyMagic+ experience, is a good example to follow.

 

Topics: Beacons, Press, Mobile Apps, Location-Based Marketing, Benchmarks & Statistics, Omnichannel Retail