Recently I’ve been reading a lot about the effects beacons and proximity marketing may have on search strategy. (I actually work for a company that makes beacons and management software, so it’s not just me being boring). I’ve found little doubt that it will bring some very fundamental changes to the way we reach customers, and the type of targeting and data management we’ll need to master in order to do things properly. Although perhaps not in the way you might think… Improving proximity results Search Engine Watch has spoken about beacons a lot in the past, but just in case you need a refresher, a beacon is a tiny device that can transmit a signal to any Bluetooth device in range – phones, fitness bracelets, headphones, smartwatches etc. Usually this happens through an app (although Google in particular are taking steps to remove this friction and enable direct device communication), and before the privacy police wade in, it’s all completely opt-in. It certainly has some obvious ramifications for local search. In the past, we’ve largely been limited to areas defined by map coordinates for localisation. These are fine for locating buildings, but not so hot once people actually enter a space. Beacons have a big advantage here because they get that location down to an area a couple of metres across, and they allow you to transmit and receive data in realtime. If I’m standing by the apples in your supermarket, you can fire me a coupon. I’m using that…
Article Source: How are beacons going to affect search marketing?