Forrester'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.
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.