Google on Beacons Reshaping Marketing

In ThinkwithGoogle:

" ... Beacon technology is poised to change the way consumers interact with brands, making devices more helpful and revolutionizing the way retailers measure the offline impact of online ads.

 When it comes to cutting-edge marketing, one technology is top of mind: beacons. In fact, more than a million beacons are expected to be installed in U.S. retail stores this year alone. But right now, many marketers only think about using beacons to push phone notifications. At Google, we think beacons have the potential to do much, much more for consumers, brands, and marketers. 

To realize this potential, we created Eddystone and the Google beacon platform. With these platforms, beacons are no longer limited to communicating only with a brand's app. Brands can integrate beacons with Google products and services, as well as their own and their partners' apps. For consumers, this means a frictionless shopping experience, with fewer gaps between channels. For retailers, it means reaching the right person at the right time with the right message, with new and improved metrics to measure success.  ... "