Marketing 0

FIGURE 10.1
Contextual Marketing Mechanism
When a customer with the right mobile app is nearby, a beacon or a
proximity sensor reaches out to the customer. Let us say, for
example, the customer has installed an app for a retailer and logged
into the app with their personal information. Once triggered by the
proximity of the mobile phone, the beacon can send a customized
message as an app notification.

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Imagine if beacons are installed in every aisle in retail stores, theme
parks, malls, hotels, casinos, or any other physical establishments.
Companies can utilize customer mobile phones as navigation tools,
providing information and promotion as customers walk through the
physical locations. It creates a highly contextual journey for the
customers. Macy's, Target, CVS, and other major retailers are using
beacon technology for this particular purpose.
The role of smartphones can be replaced with wearable devices—and
even implantable ones in the future. Smartphone manufacturers
have been aggressively offering smartwatches, earbuds, and fitness
bands, which can potentially be an even more personal device to
customers. Although not yet as popular as smartphones, certain
wearables are still promising as they also contain customer micro-
movement and health information. Disney and the Mayo Clinic, for
example, use RFID bands to track and analyze people's location and
movement.