When beacon technology was invented, marketing was the first sector to test these devices and to implement in-store marketing. However, many marketers are still facing many challenges. Even though beacons came with great deal of disruptive potential to connect the physical and digital worlds, it’s very important for you as a marketer to think strategically when implementing beacon marketing programs. If you rush your way through, you will probably face the following challenges.
- Deployment challenges
Having to consider so many factors before you deploy beacons is one of the challenges you will probably face. Rushing into deploying beacons before considering all the important factors might lead to interference. Before you deploy beacons, you should consider a number of factors. For instance, you must decide on the number of beacons you need to deploy and where so that you can optimize the alignment of multiple beacons.
- Beacon maintenance
Beacons themselves are not costly as a marketing tool. However, managing a multiple beacons is always a challenge to many people. If you are going to deploy beacons in all your stores across one or multiple countries then you should learn and be ready to manage your beacons. One of the most common challenges you will probably face when it comes to managing beacons is figuring out when a particular beacon has stopped working and needs a replacement. Because beacons themselves don’t have network connection, it’s important that you monitor them through a centralized system.
- Specification wars between Apple and Google
Specification wars between Apple and Google is one of the concerns in beacon marketing. Apple with the iBeacon and Google with the Eddystone. The fact that these two giants continue to develop their own specifications is raising concern among many brands. From the look of things, it’s like the market is going to have beacons that work only with Android devices, and iBeacons that work only with iOS products iOS. If this happens then it will pose a real challenge because it would then mean that there would not be a central and open standard. This will therefore require your business develop Mobile Apps that for both Android and iOS, and still purchase, install and manage beacons, which will be able to support each platform.
A neutral solution that will let you cater for to both Google’s Amdroid and Apple’s iOS Android audience with just a single app will be the best solution for this challenge. With beacons that support both the iBeacon and AltBeacon specification fully, you will be able to deliver great proximity experiences to all your customers irrespective of the mobile devices.