Beacons can act as virtual tour guides in museums
As beacons continue to gain traction in a variety ofretail sectors, museums are the latest marketers to explore the technologyspotential, with efforts focused on assisting in analyzing traffic flow andsupporting virtual tour guides for art fans.
The Metropolitan Museum of Art, the Cleveland Museum ofArt and the Solomon R. Guggenheim Museum in New York are some of the topmuseums testing beacon technology to provide seamless ways of improving visitorsexperiences at exhibitions as well as enable them to better understand consumerflow and layout to guide the organization of future content. While beacons havetypically been used in retail-related sectors so far, especially for thepurpose of sending customized promotions to shoppers, the technology is anatural fit for museums and can also help act as a virtual tour guide formobile device users.
Beacon marketing is appropriate wherever digitalcontent or services can enrich a physical world experience, said Rob Murphy,vice president of marketing at Swirl, Boston, MA. Over the past year, venuesas varied as museums, retail stores, airports, hotels, stadiums, and malls havebeen experimenting with the technology, and we will likely see many large-scalerollouts in these environments in 2015.
GuidingexhibitsMuseumsare an ideal location for the employment of beacons, as the technology can fillseveral important roles, such as analyzing data of customer habits and traffic,offering additional digital content or acting as a tour guide for specificexhibitions for consumers on mobile.
The Cleveland Museum of Art is tapping the technologyto deliver more information about its art pieces to customers mobile devices,provided they have the museums ArtLens mobile app. The app communicates withthe museums 230 access points for beacons to serve additional media such asvideo, still images and texts to place nearby works in context for visitors.
If consumers would like more information about a specificpiece, they can also scan its ArtLens icon with the app to receive extracontent.
The museum hopes that beacons can identify the mostpopular exhibits or areas, and eventually help guide exhibit layout.
Image courtesy of mobilemarketer.com