MediaPost: Beacons the Next Step in Cross-Channel Advertising?

For the past couple of years, beacons were a hot topic among marketers, but that talk has stalled as businesses are unsure how to take advantage of the new technology.

In a recent article, Laurie Sullivan of MediaPost notes that, “Google has been working to bridge the gap between online advertising and in-store sales, so it may make sense for brands and retailers to consider the integration of beacons…”.

But Location3 President Alex Porter counters:

“It’s key to drive customers into the store with an airtight strategy before implementing beacons. While beacons are the new and shiny object to hit the market, using it improperly can harm your business.”

For further analysis from Sullivan and Porter on the future of beacons, the full post can be read here.