Reframe your thinking about the beacon opportunity

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Are you tired of hearing how beacons are the next best thing? They’ll be the greatest because marketers can send real-time push alerts when someone walks through the door, right?

I’m tired of those articles as well, and there’s a reason you hear much less about beacons than you did two years ago: Beacons lost their shine.

Marketers overestimated how much consumers wanted that experience of pop-up notifications and buzzing messages about coupons in their pockets as they walked in the door. Beacons seem to be on the classic Gartner “hype cycle”: a big spurt of initial interest, the hype wears off, then the product, if worthy, slowly gains traction.

This is indeed an article about beacons, but not perhaps what you would expect. Don’t click away just yet. These little Bluetooth signal broadcasting devices will play an important role in the current evolution of marketing technology.

[Read the full article on MarTech Today.]

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Brian Handly, CEO of Reveal Mobile, possesses more than 20 years of technical, operational and executive management experience, with 18 years of that in advertising technology. Brian was co-founder and CEO of Accipiter, which was acquired by Atlas in December of 2006 followed by the $6.1 billion acquisition of Atlas by Microsoft in 2007. Before their recent acquisition, Handly served on the Board of Directors for WebAssign, and currently serves as an Operating Partner for Frontier Capital. Brian also has extensive experience as an angel investor and is an active advisor for several North Carolina technology companies.


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