Promotion of products of iPhone users use technology based on wireless location iBeacon Apple is a fine line, as professional sports teams try to provide useful information to the fans to sell more goods without disturbing and annoying them.
Achieving the right balance has been a problem for the National Football League, Kraft Sports Group and based in Boston, both of whom spoke on GigaOm iBeacon adoption of Apple technology. Sports teams expect iBeacons allow them to sell more goods and services guidance to interested users, but also realize that overdoing it could potentially turn customers off completely iBeacon based marketing.
“I do not want to flood the client with ads,” said Jessica Gelman, vice president of customer marketing and strategy for Kraft Sports Group, which operates the New England Patriots and their stadium, Gillette Stadium. “It’s no different from the problems they have with marketing spam today -. How to make the timely, relevant information and not obnoxious”
In its current form, iBeacons require some level of user effort in order to start working. For example, a user must have installed a specific application connecting to local stations, and must have Bluetooth enabled and appropriate notifications.
To encourage fans to install applications and commit, the NFL is providing content to entertain fans during commercial breaks and halftime. In one example, the league is trying to allow fans the opportunity to participate in the halftime show if they register for the game.
iBeacons using Bluetooth Low Energy technology to communicate with iPhones in the vicinity, allowing localization functions. For example, Apple uses in its own stores iBeacons to keep users abreast of developments within the store, offering easy access to comment, and even allows users to see their iPhone upgrade eligibility or pick up your online order.
Outside Apple retail, sports stadiums have been among the early adopters iBeacons, including meaningful use of the NFL and Major League Baseball. Some uses of the technology include security updates, based on the location of points of interest and recreational interest Stadium, and even ordering concessions.
Due to the characteristics iBeacon require the installation of a third party application, Apple plans to make installation easier options available this fall with the release of iOS iOS 8. 8 users can view the recommendations of location-based applications directly from iPhone lock screen quickly install features for nearby businesses.
Source: Sports arenas marketing with Apple’s iBeacon hope to offer relevant info without ‘spamming’ fans
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