iBeacons: Reality or Still a Work in Progress?

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1

iBeacons: Reality or Still a Work in Progress? Ray Pun | Strategic Marketing for Mobile

@RayPunSD

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Ray Pun Strategic Marketing for Mobile Adobe

@RayPunSD


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1 | Location-based experiences: Macro vs. Micro

2 | Beacon case studies

3 | Barriers to consumer adoption

4 | Location data & privacy

5 | Adobe Marketing Cloud

Agenda


Macro-Location: Comcast personalizes mobile website for smartphones

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Northeast Division

Central Division

West Division

GPS Location


Micro-location: “Welcome to store” message triggered by Beacon

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Micro-location: Change experience based on proximity to store beacons

Winter Gear Department

Cycling Department


Lord & Taylor: Beacons drive 2X to 3X more engagement

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•  Beacon deployment: 5 major apps in 10 stores •  Initial pilot drove 2X to 3X open &

conversion rates of banner ads

Source: Lord & Taylor, DMA 2014


US Open: Beacons drive 32% click-thru rate for ticket offers

8 Source: Urban Airship, US Tennis Association

•  Beacon deployment near each gate & key locations •  53% open rate for push messages •  32% average click-thru rate for location based offers


Beacons & Barriers to Consumer Adoption

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App Download Opt-In to Push & Location Bluetooth On


Location Data & Privacy: Say what you do, do what you say, & keep it simple

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Busin

ess

Mobile Privacy Whitepaper: http://adobe.ly/1cv9aOJ

Consumer


Adobe Marketing Cloud: Intelligent Location Marketing

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Key Takeaways

Use location to deliver contextually relevant

experiences

1 Respect consumer

privacy standards when using location data

2 Reduce consumer friction to increase adoption of micro-

location

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Ray Pun [email protected] Twitter: @RayPunSD