Gartner Research

Geofencing, Beacons and Physical Web — How, Why and When to Use

Published: 22 February 2017

ID: G00320151

Analyst(s): Charles Golvin

Summary

Location-specific interactions are uniquely enabled by mobile devices. Geofencing and the variety of beacon types realize this opportunity, although each has distinct advantages and shortcomings. Marketing leaders must choose the right combination of approaches to achieve an optimal result.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Choose the Location Solution(s) That Will Achieve the Specific Marketing Objectives Set Out Rather Than Focusing on the Technology First
  • In Employing a Mobile-Centric Strategy, Focus on Beacon-Based Approaches to Improve Customer Experience, Rather Than on Aggressive Outbound Offers and Promotions
  • In Employing a Mobile-Extender Strategy, Focus on Inbound Opportunities and Embrace Emerging Web Capabilities to Exploit the Physical Web

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