How are beacons going to affect search marketing?
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…
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 example on purpose by the way, and I’ll explain why in a moment.
For marketers, there seems to be an assumption that beacons are an interruptive marketing tool.
Retail couponing is the most obvious use-case after all, but just as early ecommerce sites learned, couponing is no way to build a successful business. And as the publishing industry is learning, interruptive marketing… just isn’t very good really. People don’t like it in most cases.
As I say though, this is only an assumption. The real value of beacons is actually almost the complete opposite of interruptive.
It is in contextual interactions, which usually rely on either an active request from a user, or passive scanning and data aggregation by the person deploying the beacons.
In other words, if I visit a museum, download it’s app and enable push notifications while I’m there, then I’m actively searching for information abut my location.
If not, then I can still be monitored as an anonymous device that is moving around the museum. Once this data is collected, there is a lot of potential value. Maybe it’s time to move that Rodin statue to a more prominent position (possibly next to the gift shop).
So what does this mean for search?
Currently, a lot of local search isn’t that great. There are plenty of fine examples, but there is certainly an adoption curve, particularly for small businesses.
Do a quick search for something like ‘Bike shop, Shrewsbury’ and you can usually see which businesses have a lot of low-hanging SEO fruit that they just aren’t optimising for.
This is a missed chance, but it is usually being missed because of a lack of familiarity and time. People who are busy running a hardware store don’t often have time or money to really concentrate on good SEO.
As beacon deployment becomes more widespread (and it is going to be), this situation is going to change for the user on the ground. App networks and beacons deployed as general infrastructure in more locations mean that local optimisation is opened up to more players, with more resources. Why should our local bike store be wasting time optimising when Raleigh can be doing it for them?
Local SEO will begin to be a wider concern not for the locations themselves, but for the companies that sell through those locations. And those companies have the resources and processes available to start doing a really good job.
There is however, still a place for the location itself in all this, and that is in adding contextual value, which may not come from purely commercial campaigns.
Recently I visited Edgelands at the Barbican in London, where one of our clients has deployed beacons that guide visitors around the interesting (and slightly confusing) internal space.
The interesting thing here is that it occurs through sound, so that visitors are able to view their surroundings, rather than keeping their eyes glued to their phone screens. It adds context while keeping the visitor engaged with the physical space, rather than having the two vie for attention.
With the rise of experience stores, this is going to become a more important point of differentiation over the next few years. Customers won’t want distracting alerts and pop-ups, they’ll want something that provides a richer experience.
From the marketing side, providing these will become a way to deepen brand affinity as much as increase immediate sales.
This makes location a strange, mixed bag for search. On one side, brands providing advertising through app networks and beacon fleets owned by third parties (in my opinion, telcos are currently best placed to handle and benefit from large scale deployment, as they already have large data networks and physical locations).
In many cases, this will be about hyper-localised PPC campaigns. On the other, locations providing realtime SEO, with a shifting set of keywords based on whatever is currently happening in-store (or in-museum, or in-restaurant for instance).
It means that we’ll have to get better at aligning our data and working out which signals really matter, and we’re going to need to get insanely good at management and targeting.
I hate to use this word, but search will need to become more holistic, and even more aligned with marketing. There’s a huge opportunity here for search marketers, customer experience, data management and more.