Proximity Push: iBeacons & Actionable Notifications

The Lab is bullish on iBeacons, Apple’s latest technology which enables proximity messaging (1-150 feet in range) via compatible apps. Think about recipes tailored to the grocery aisle you’re in or facilitating wait times at a restaurant without the need for those lovely restaurant pagers. Well, Apple’s recent announcement of actionable notifications brings the promise of iBeacons to another level. Now apps can push proximity-based notifications that let users take action like downloading that recipe or preordering appetizers right from within the home screen notification.

It’s a DR marketers dream, but don’t abuse the power! These notifications need to reduce friction for the user, not increase it. Users will be as quick to drop the app as they were to install it if they are bombarded by Like requests.