Recently Roger Hurni published an article on mobilemarkter.com discussing mobile’s biggest opportunity and what he had to say is interesting. He is managing partner and chief creative officer of Off Madison Ave.
“For most brands, the use of mobile as an effective messaging vehicle is still an enigma, and beacon technology is not even close to being taken seriously by brands or shoppers.”
“Despite Google’s prediction that 85 percent of the top 100 retailers will have beacon technology in place by the end of 2016, true mainstream adoption on either side is still probably a couple of years away. Why? Well, like most new tactics, brands are simply not applying the right strategies to employ beacons effectively.”
To this day, a mobile marketer’s strategy has been concentrating on driving engagement with applications or gaining greater relevance with the placements of mobile advertising.