79% of big UK brands will implement proximity marketing within 6 months

Great post Huw. Today’s consumers consider being connected as a crucial utility and have learned to expect almost all facets of their shopping experience be accessible to them through their personal mobile devices.Therefore it comes as no surprise that proximity marketing is all set to take hold in 2015. In fact this all the more drives in the fact that the decision made by brands to adopt beacons in the holiday season of 2014 was definitely in the right direction. In fact, proximity marketing is one of the best ways to cater to contextual information needs of your consumers. However, many brands still aren’t sure about where to begin or the kind of campaigns they can implement with beacons and many of them turn to beacon ad networks to kickstart their beacon strategy. This is done mainly because it removes the need to convince consumers to download the brand’s app. But one thing that they tend to miss out on here is that, when it comes to beacon ad networks, the ownership of content and experience lies in the hands of the network and not the brand. This way the brand loses out on the chance to personalize content, to learn from their consumers’ behavior and use such insights to strengthen their sales. We’ve discussed why marketers should say no to beacon networks to make the most of beacons here: http://blog.mobstac.com/2014/12/are-beacon-networks-the-best-way-to-kickstart-your-beacon-strategy/