Kontakt.io and Howler gave a webinar on the state of the market for Bluetooth beacons.  Howler said hundreds of Beacons have been deployed for city-scape retailers in Boston, Las Vegas, and San Diego.  They reported over 50% conversion rates for customer’s walking by responding to real time notifications.  The user has to install the Howler app on their smart phone so it can read the Beacons, but they are not retailer-specific, so the medium seems to be an attractive channel for advertisers in boutique retail and restaurants.  Howler advertisements can include a URL to drive traffic from the alert to other content.

Driving responses to mobile ads triggered by physical presence to URL content creates the need for real time content management to offer specials, coupons, and chalk-board menu adjustments.  The K-Mart “Blue-Light” special just got upgraded! A new generation will know it as the “Blue-Tooth” special!

Konduit can manage URL-accessed content in real time.

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