{"id":28740,"date":"2021-06-29T07:28:15","date_gmt":"2021-06-29T14:28:15","guid":{"rendered":"https:\/\/www.trueomni.com\/?p=28740"},"modified":"2024-07-12T17:23:20","modified_gmt":"2024-07-12T17:23:20","slug":"how-your-brand-can-get-started-with-proximity-marketing-and-beacons","status":"publish","type":"post","link":"https:\/\/trueomni.com\/french\/blog\/how-your-brand-can-get-started-with-proximity-marketing-and-beacons\/","title":{"rendered":"Comment votre marque peut se lancer dans le marketing de proximit\u00e9 et les balises"},"content":{"rendered":"
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Que sont les balises ?<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Les balises sont de petits appareils Bluetooth qui peuvent \u00eatre install\u00e9s n'importe o\u00f9\u00a0: au d\u00e9part d'un sentier, dans une zone pi\u00e9tonne, ou encore \u00e0 l'int\u00e9rieur de votre magasin ou centre commercial. Elles envoient un signal Bluetooth aux appareils mobiles, ce qui vous permet d'envoyer des notifications en temps r\u00e9el et d'en savoir plus sur les utilisateurs afin de leur offrir une exp\u00e9rience personnalis\u00e9e am\u00e9lior\u00e9e, aussi bien en ligne (gr\u00e2ce \u00e0 des promotions et des avantages personnalis\u00e9s) qu'en magasin (gr\u00e2ce \u00e0 une meilleure ergonomie).* (Google)<\/a><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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La technologie des balises est sur le point de transformer la relation entre les consommateurs et les marques, en rendant les appareils plus utiles et en r\u00e9volutionnant la fa\u00e7on dont les sp\u00e9cialistes du marketing mesurent l'impact hors ligne des publicit\u00e9s, des appels \u00e0 l'action et des notifications en ligne. En mati\u00e8re de marketing de pointe dans le secteur du commerce de d\u00e9tail, une technologie est incontournable\u00a0: les balises. En effet, plus d'un million de balises devraient \u00eatre install\u00e9es dans les magasins de d\u00e9tail am\u00e9ricains rien que cette ann\u00e9e.* (Google)\n <\/a><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Le marketing g\u00e9olocalis\u00e9 et le marketing de proximit\u00e9 via balises devraient conna\u00eetre une croissance exponentielle dans les prochaines ann\u00e9es. Pour garder une longueur d'avance, les marques devraient investir dans l'infrastructure de balises afin d'optimiser le fonctionnement des appareils des consommateurs en magasin.* (Google)<\/span><\/a><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Voici quelques \u00e9l\u00e9ments \u00e0 prendre en compte avant d'investir dans une infrastructure de balises\u00a0:<\/b><\/i><\/span>
\nQuel message souhaitez-vous transmettre aux consommateurs\u00a0? L\u2019approche la plus flexible consiste \u00e0 d\u00e9ployer des balises avec des identifiants abstraits li\u00e9s \u00e0 votre compte Google Cloud Platform. Vous pouvez ensuite utiliser les notifications de proximit\u00e9 pour permettre aux utilisateurs d\u2019interagir avec votre emplacement via le web ou l\u2019application de votre marque.* (Google)<\/span><\/a><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Principaux cas d'utilisation des balises<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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1. Envoi de notifications promotionnelles<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Vous est-il d\u00e9j\u00e0 arriv\u00e9 de passer devant un magasin, de jeter un coup d'\u0153il, et de recevoir quelques minutes plus tard une notification sur votre mobile vous informant d'une r\u00e9duction de 20% sur votre achat\u00a0? N'est-ce pas exactement ce qu'il vous fallait\u00a0? Utilisez des balises pour optimiser les notifications promotionnelles envoy\u00e9es aux utilisateurs qui entrent dans une zone g\u00e9ographique pr\u00e9cise.<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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2. Fournir des informations essentielles aux voyageurs\/visiteurs<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Vous est-il d\u00e9j\u00e0 arriv\u00e9 de passer devant un magasin, de jeter un coup d'\u0153il, et de recevoir quelques minutes plus tard une notification sur votre mobile vous informant d'une r\u00e9duction de 20% sur votre achat\u00a0? N'est-ce pas exactement ce qu'il vous fallait\u00a0? Utilisez des balises pour optimiser les notifications promotionnelles envoy\u00e9es aux utilisateurs qui entrent dans une zone g\u00e9ographique pr\u00e9cise.<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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3. Analyse en temps r\u00e9el<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Suivez l'engagement de vos visiteurs et identifiez leurs zones de s\u00e9jour et les activit\u00e9s qu'ils privil\u00e9gient gr\u00e2ce aux balises et aux notifications mobiles. Acc\u00e9dez \u00e0 des analyses et des donn\u00e9es d'impression en temps r\u00e9el gr\u00e2ce aux notifications de g\u00e9orep\u00e9rage et aux points de contact interactifs.
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\u00c9l\u00e9ments cl\u00e9s pour un d\u00e9ploiement r\u00e9ussi des balises<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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1. \u00c9laborez votre strat\u00e9gie de d\u00e9ploiement<\/b> La premi\u00e8re \u00e9tape d'un d\u00e9ploiement r\u00e9ussi consiste \u00e0 choisir l'emplacement de vos balises. Privil\u00e9giez les lieux o\u00f9 l'acc\u00e8s instantan\u00e9 \u00e0 l'information facilitera le s\u00e9jour des visiteurs. Les points de d\u00e9part des sentiers ou les zones \u00e0 faible couverture internet sont des emplacements id\u00e9aux, car la plupart des t\u00e9l\u00e9phones permettent de recevoir des notifications m\u00eame sans r\u00e9seau cellulaire.<\/p>\n

2. Cr\u00e9er du contenu fort et engageant<\/b> \u2013 cr\u00e9er du contenu pertinent, des alertes et des informations utiles, promouvoir les \u00e9v\u00e9nements locaux ou s\u2019assurer que les gens connaissent l\u2019\u00e9tat ou les points cl\u00e9s d\u2019un lieu.<\/p>\n

3. Beaucoup de tests<\/b> Collaborez avec une personne comp\u00e9tente pour identifier les meilleurs emplacements et les m\u00e9thodes d'installation, afin d'optimiser la couverture. Testez les balises dans la zone pour v\u00e9rifier leur bon fonctionnement et la port\u00e9e de vos messages.<\/p>\n

4. Recueillir et analyser les commentaires<\/b> \u2013 Assurez-vous de disposer d'un syst\u00e8me de collecte et de suivi des donn\u00e9es analytiques relatives aux notifications, aux clics sur les publicit\u00e9s et aux informations. Centralisez vos campagnes et programmes marketing pour vous et vos membres.<\/p>\n

5. Plateforme bas\u00e9e sur le cloud <\/b>\u2013 Assurez-vous de disposer d'un syst\u00e8me permettant de g\u00e9rer tous les types de notifications, de planifier et de g\u00e9rer facilement chaque site. Faites le lien avec vos actions marketing et offrez m\u00eame \u00e0 vos membres la possibilit\u00e9 de g\u00e9rer leurs propres programmes.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Si vous souhaitez en savoir plus ou trouver un fournisseur reconnu de solutions et de d\u00e9ploiements de balises dans les secteurs du voyage, de l'h\u00f4tellerie et du commerce de d\u00e9tail, nous pouvons vous garantir le produit adapt\u00e9 \u00e0 vos besoins.\u00a0 Contactez-nous<\/a> en appelant \u00e0 833-300-6664<\/span><\/a> ou en envoyant un courriel \u00e0 info@trueomni.com<\/span><\/a>\u00a0et un sp\u00e9cialiste vous guidera dans le choix du programme le mieux adapt\u00e9 \u00e0 votre entreprise.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

What are Beacons? Beacons are small Bluetooth devices that can be mounted anywhere on a trailhead, in a walking area, or inside your store or center. They send a bluetooth signal to mobile devices that let you send real-time notifications and as well help you learn more about the users to provide an enhanced personalized experience, both online through personal promotions and benefits, and offline through in-store usability.* (Google) Beacon technology is poised to change the way consumers interact with brands, making devices more helpful and revolutionizing the way marketers measure the offline impact of online ads, calls to action and notifications. When it comes to cutting-edge retail marketing, one technology is top of mind: beacons. In fact, more than a million beacons are expected to be installed in U.S. retail stores this year alone.* (Google) Location-based marketing and proximity marketing with beacons are projected to grow exponentially in the next few years. To stay ahead of the curve, brands should invest in the beacon infrastructure that will enable consumer devices to work best within their stores.* (Google) Here are some things to consider before investing in beacon infrastructure: What do you want to communicate to consumers? The most flexible approach is to deploy beacons with abstract identifiers that are linked to your a Cloud Platform account. You can then use Nearby Notifications to help users interact with your location through the web or your brand’s app.* (Google) Top Beacon Use Cases 1. Sending Promotional Notifications Have you ever walked by a retail store, looked around, and within a couple of minutes, got a mobile notification that says \u201cGet 20% off on your purchase\u201d? Well isn\u2019t that what you just needed? Use beacons to enhance promotional notifications to users that enter a specific location. 2. Providing Essential Traveler\/Visitor Information Have you ever walked by a retail store, looked around, and within a couple of minutes, got a mobile notification that says \u201cGet 20% off on your purchase\u201d? Well isn\u2019t that what you just needed? Use beacons to enhance promotional notifications to users that enter a specific location. 3. Real-time Analytics Get to track engagement and know where most of your visitors are staying and which activities they are taking advantage of through beacons and mobile notifications. Get real-time analytics and impressions with both geofence notifications and interactive touch points. Key Items to a Successful Beacon Deployment 1. Layout your Deployment Strategy – the initial step to a successful deployment is deciding where you want to place your beacons.  Look for locations where instant information will help influence or drive convenience for visitors.   Trailheads or areas with low internet coverage is a great location as most phones will still allow you to receive notifications even if no cell service is available. 2. Creating Strong, Engaging Content – create relevant content, alerts, and helpful information, promote local events, or ensure people know the condition or key things about a location. 3. Loads of Testing –  Work with someone that can help you find the best places and how to install, to check for the optimum coverage.   Ensure you test the beacons in the area to get the right response and area to deliver your messages. 4. Collect and Analyze Feedback –  Ensure you have a way to collect and monitor analytics and data as people get notifications and click on ads, or information. Connect campaigns and marketing programs for you and your member. 5. Cloud-based Platform –  Ensure you have a system that will allow you to manage all types of notifications, easily schedule and manage each location. Connecting the dots with marketing and even providing options for your members to manage their own programs. If you are looking to learn more or find a\u00a0 proven provider of beacon deployments and solution in the travel, hospitality, and retail industry we can ensure you get the right product for the job.\u00a0 Contact us by calling at 833-300-6664 or emailing at info@trueomni.com\u00a0and a specialist will walk you through the right program for your business.\u00a0<\/p>","protected":false},"author":4,"featured_media":28757,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"postBodyCss":"","postBodyMargin":[],"postBodyPadding":[],"postBodyBackground":{"backgroundType":"classic","gradient":""},"_thinkrank_schema_form_data":"","_thinkrank_selected_schema_type":"","_thinkrank_additional_schemas":"","_thinkrank_canonical_url":"","_thinkrank_og_title":"","_thinkrank_og_description":"","_thinkrank_og_image":"","_thinkrank_twitter_title":"","_thinkrank_twitter_description":"","_thinkrank_twitter_image":"","_thinkrank_imported_from":"","_thinkrank_focus_keywords":[],"_thinkrank_focus_keyword":"","_thinkrank_robots_meta_enabled":0,"_thinkrank_robots_meta":"","_thinkrank_advanced_robots_meta":"","_thinkrank_exclude_from_search":0,"_thinkrank_exclude_from_archives":0,"_thinkrank_primary_category":0,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-28740","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"\nGet started with Proximity Marketing and Beacons - 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