Nearby was built on Google’s Eddystone protocol which allowed it to deliver beacon notifications to Android users that had Nearby turned on in their settings. But there were more than a couple of problems with this method of running proximity marketing campaigns without an app –
- Android users could easily turn off Nearby
- Nearby started to get abused by MLMs and hack-it marketers
- Nearby Notifications policies were strict and the editorial standards confusing.
- Silent notifications made it difficult for businesses to target users
- Messages did not always make it to the lock screen. They had to be raised to a notification dependent on the fact if users found it relevant.
NearBee can act as a common app for an entire neighbourhood. A future update of NearBee will also have the app within an app feature allowing NearBee’s in-app colors and content to morph to mimic the business’s unique branding.
However, the reason businesses and marketers flocked to Nearby was the fact they could potentially reach new customers. Although proximity marketing app without an app is no longer possible, there are still a number of clever hacks that you can use to market to new customers.
Targeting new customers through proximity marketing campaigns without an app
When potential customers scan the QR code, they are taken to the markdown card (a Beaconstac creative that acts as a substitute for a website) and can explore your lucrative offer.
Once they land on the markdown card, they can be prompted to download NearBee which will allow you to target them even better in the future.
Out of home advertising has always been a significant channel for businesses and marketers to reach out to potential customers. A digital, dynamic billboard that you can fine-tune in real time allows you to reach a mass audience effectively. You can also choose to run an ad asking them to either scan a QR code to see a markdown card or download NearBee. 81% of Americans use coupons on a daily basis. Adding a copy that effectively conveys to customers the benefits, deals and discounts they can unlock is instrumental in getting this large audience to become part of a hyperlocal contextual experience.