While there are dozens of texting platforms that allow consumers to connect to one another, Google is now offering a feature called 'Nearby' in its messaging platform that allows places to send notifications to users. In other words, frequently visited places such as shops and museums will be able to send users text updates using Beacon technology. This will allow consumers to be instantly updated on to specials, services or new offers in a location near them to increase seamless engagement.
'Nearby' leverages Beacon technology by allowing the locations to connect to the consumers first, rather than vice-versa. This allows for brands to anticipate the needs of consumers before they know them, by providing information on the place and its services when nearby or upon arrival. The notifications are sent directly to the user via text message for easy interaction.
Location-Texting Platforms
Google Allows Message Notifications from Frequently Visited Places
Trend Themes
1. Location-based Notifications - Using Beacon technology, brands can proactively notify customers of specials, services, and new offers based on their location for increased engagement.
2. Anticipatory Marketing - By connecting with consumers first, using Beacon technology, brands can anticipate their needs and provide information on services before they request it.
3. Seamless Engagement - Instant updates via text message allow for a seamless connection between frequently visited places and consumers for timely and relevant information.
Industry Implications
1. Retail - Retailers can use Beacon technology to send notifications to customers on specials, promotions, and new arrivals when they are in or near their stores, to increase engagement and foot traffic.
2. Museums & Attractions - Museums and attractions can use Beacon technology to send notifications to visitors with information on exhibits, events, and services for a more personalized and seamless experience.
3. Hospitality - Hotels and restaurants can use Beacon technology to send notifications to guests with information on amenities, events, and promotions for increased engagement and upselling opportunities.