Beacon-Based O2O Marketing for Financial Institutions

Kwon,, Y. , Park,, J. , Lee,, H. , & Kim,, M. (2014). Beacon-Based O2O Marketing for Financial Institutions. The Journal of Industrial Distribution & Business, 5(4), 23-29, https://doi.org/https://doi.org/10.13106/ijidb.2014.vol5.no4.23.

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Abstract

Purpose - This thesis aims to propose a method to help financial institutions improve their customers' convenience online and offline through a Bluetooth based App using the tool of a beacon. The emergence of smartphones in the 21st century and their increasing use makes it possible to search for information easily. Research design, data, and methodology - With the short-distance Bluetooth technology for smartphones, which finds users within a radius of 50m to provide the functions of message transmission and mobile payment, users can access information services and use mobile coupons in certain premises. Thus, beacon-based O2O technology has been developed. Results - This study offers a method of attracting customers through an O2O marketing strategy that overcomes the existing limitations of Web and Offline media. Conclusions -Since beacon technology has the advantage of more accurate positioning than GPS, financial institutions provide their product information for users through the basic function of a beacon, using an O2O (Online to Offline) marketing solution and, therefore, effectively enable customers to make relevant payments online and conduct their financial actions offline.

keywords: O2O, App, Financial Institution

Reference

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Article Contents

Vol.5 No.4

Beacon-Based O2O Marketing for Financial Institutions

Abstract

Reference

The Journal of Industrial Distribution & Business