Communication is key, and getting your message across is important. Throughout the years, technology has changed the way we communicate, with inventions such as email and social media replacing face-to-face interaction. But in-person communication is also important, especially when working within a team.
Here are some innovative ways of communicating with customers and with your team.
The Current and Future State of Beacon Technology
At Pubcon 2016 in Las Vegas, Brent Csutoras, SEJ’s Chief Social Media Strategist, sat down with Casey Markee, Founder of Media Wyse to talk about what beacon technology is, how it’s being utilized today, and what the future holds for beacon technology.
Here Are Some Key Takeaways from His Interview:
- Beacons are small bluetooth sensors that push out a signal. They are a way to do hyperlocal marketing to existing customers. They provide consumers with the ability to do tasks that will further the retail or customer contact experience.
- Brands like Cleveland Cavaliers and Toyota have been using beacons for years. 85% of the top 100 US retailers will have beacons employed by the end of 2016.
- There are three main beacon standards in use today: Google Eddystone, Apple iBeacon, and AltBeacon. Some good examples of hyperlocal targeting using beacons include:
- An Apple iWatch app for Marsh Supermarkets in Indiana uses beacons to guide people to items on their shopping lists.
- The TriMet system in Portland uses the notifications calendar in Google along with beacons installed on all stops to geotarget and market to people with notifications, letting them know when trains are arriving or leaving. In this case, beacons serve as the contact point to fulfill the needs of users in real-time.
- Beacon technology is still in its infancy. An estimated 400 million beacons will be deployed worldwide by 2020. So now is the time to invest knowledge into beacons, as there are lots of opportunities available.
For more information on beacons, explore the following resources:
- 10 Ways Beacons Will Change #SEO
- The Beacons Are Coming: How They Fit Into Your SEO Strategy
- Casey Markee on How BLE Beacons Will Affect Search #MarketingNerds
Managing In-House Relationships with Multiple Team Members
In this interview at Pubcon 2016 in Las Vegas, Erin Everhart, Senior Manager for Media Strategy at The Home Depot, shares a few tips on managing in-house relationships for different channels.
Here Are Some Key Takeaways From the Interview:
- Think of the best ways to structure your channel strategy. You can reorganize so all your channels are working closely together. Have a lead media strategy person with a full landscape of how things are running. That way, the lead person can plan and effectively figure out which channels to run for each campaign.
- Managing search in-house in a big enterprise can be difficult. You’re working with people who don’t understand what SEO is so you have to constantly communicate the value of SEO and prove your metrics. But even if you have the metrics, it doesn’t mean you have to report on them. Don’t just throw data out there. Make sure you understand the context of things that matter.
- Understand how each of your channels play off one another. This creates a lot less competition among channels. Everyone’s talking, collaborating, and working together. Campaigns will get smarter and more efficient.
For more information on in-house SEO, explore the following resources:
- Challenges of Big Brand In-House SEOs: An Interview with Nakul Goyal
- The Ultimate Tactical 10-Step Guide for In-House SEO Professionals
- Pros and Cons of In-House SEO
Please visit SEJ’s YouTube page for more video interviews.
Featured Image: Screenshot by Rina Caballar. Taken November 2016.
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