What do you get when you combine the power of low-energy Bluetooth beacons (like Apple's iBeacon or Google's Eddystone) , the Google Maps APITrack this API, and a marketing app that can deliver special offers to the smartphones of passers-by in real time? You get a combination of hyper-local, just in time marketing capabilities with a geo-fenced view on the management side that allow for on the spot monitoring and recalibration of your campaigns.
One of the avantages of beacon technologies is how they give marketers the capability to promote their wares at very close proximity (anywhere from three to 50 feet with accuracy up to three feet). This means that, provided the customer is accepting such notifications, retailers can alert shoppers to a special deal that's practically within inches of where they are standing. But one potential challenge, if the shopper didn't wander to that location on his or her own, is how to get them to that location. This is where geo-fencing and the Google Maps API can help marketers to casting a wider net (wider than that which a beacon's bluetooth signal can reach).
For example, much the same way Uber's app can show you how close you are to the nearest Uber car (a feature whose "accuracy" has been called into question), the app for a retail store can tell when a customer is within some geographically local proximity. Foursquare does something like this now. For example, if you're near a restaurant, Foursquare can alert you to a 2-for-1 deal at that restaurant. But back to the retail example, if the customer is local enough, the retailer might send a generic store coupon that's good for 2-hours. If the customer takes the bait and heads for the store, the beacons can take over and hyper-locally guide that shopper to other sales and promotions.
Additionally, the overlapping local and hyper-local nets mean better management and analytics on the back end, helping marketers to not only control their promotion activities, but to get real-time conversion data on what's working, and what's not. According to a post about Kocomojo on the Google Geo Developer's blog:
According the author of the post, Kocomojo CEO Kristan Hamill, the company's marketing solution relies on a combination of Google Maps Geocoding API Web ServiceTrack this API and the Google Maps SDK or Google Maps Android APITrack this API for iOS and Android (respectively). To learn more about how the company built its solution and see some screenshots of how it works, be sure to click through to the post on the Google Geo Developer's blog.