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The New E-commerce.
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Rescooped by Martin (Marty) Smith from Public Relations & Social Media Insight!

Mobile Beacons Are Changing Shopping | HBR

Mobile Beacons Are Changing Shopping  | HBR | Ecom Revolution |

Can You Say Minority Report?
Beacons are taking the world of mobile by storm. They are low-powered radio transmitters that can send signals to smartphones that enter their immediate vicinity, via Bluetooth Low Energy technology. 

In the months and years to come, we’ll see beaconing applied in all kinds of valuable ways.For marketers in particular, beacons are important because they allow more precise targeting of customers in a locale.

A customer approaching a jewelry counter in a department store, for example, can receive a message from a battery-powered beacon installed there, offering information or a promotion that relates specifically to merchandise displayed there.

In a different department of the same store, another beacon transmits a different message. Before beacons, marketers could use geofencing technology, so that a message, advertisement, or coupon could be sent to consumers when they were within a certain range of a geofenced area, such as within a one-block radius of a store.

However, that technology typically relies on GPS tracking, which only works well outside the store. With beaconing, marketers can lead and direct customers to specific areas and products within a store or mall....

Via Jeff Domansky
Martin (Marty) Smith's insight:

Inevitable the brick and mortar world will become more web-like. The other major take away is a consistent theme now - the closer we get to near real time the better we interact with the evolving mobile / social world.

Jeff Domansky's curator insight, September 3, 2014 12:57 AM

How beacons are changing the world of retail.

malek's curator insight, September 4, 2014 7:18 AM

Beacons are awesome for understanding traffic flows in retail locations or conferences, but will users download an app that tracks their every movement? I, for one, won't do it.

Scooped by Martin (Marty) Smith!

Why It Pays to Be a Category Creator - Harvard Business Review

Why It Pays to Be a Category Creator - Harvard Business Review | Ecom Revolution |
Business management magazine, blogs, case studies, articles, books, and webinars from Harvard Business Review, addressing today's topics and challenges in business management.
Martin (Marty) Smith's insight:

Find New Categories In Keyword Research

It is possible if you work hard enough and look between the lines a little to find new categories by conducting extensive keyword research. This kind of research is arduous and takes time, but it can pay huge returns.

Returns are "huge" because you know going in the new category is yours for the taking AND you know the language to use to do the taking. I agree with HBR, finding new categories is essential and inexpensive compared to creating new products in old categories.

Creating new products in old categories is trench warfare. You move an inch they take it back and move you back an inch. Think of the death dance Pepsi and Coke have waged for years. All that money spent for so little.

Instead of trench warfare I like to think in terms of BLUE OCEANS and redefinitions of value the way Cirque du Soliel redefined "circus" by cutting out all the things that cost big bucks and keeping the cool fun stuff. If you've seen the recent Ringling Brothers ads you know Cirque has won (the ads are all about the tumbling with some lions and elephants thrown in).

I like to win by THINKING and, when possible, get that THINKING directly from potential customers via keywords.

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