Μάρκετινγκ εγγύτητας με τη χρήση της τεχνολογίας Beacon : έρευνα δυνατοτήτων και προοπτικών στην Ελλάδα
Proximity marketing using Beacon technology : research of opportunities and perspectives in Greece
KeywordsΤεχνολογία beacon ; Πρωτόκολλο bluetooth ; Μάρκετινγκ εγγύτητας ; Έξυπνες συσκευές ; Ερωτηματολόγιο ; Δειγματοληψία χιονοστιβάδας ; Λιανικό εμπόριο ; Προώθηση εμπορευμάτων και υπηρεσιών ; Διαφήμιση ; Καινοτομία ; Beacon technology ; Bluetooth protocol ; Bluetooth Low Energy (BLE) ; Proximity marketing ; Smart devices ; Questionnaire ; Retail trade ; Merchandising ; Advertising ; Innovation ; Snowball sampling
The present thesis was carried out as part of the postgraduate programme in Techno-economic Management of Digital Systems of the University of Piraeus. Since its curriculum is focusing mainly on the administration and promotion of digital media in the modern society of information, for the completion of the programme was chosen a subject in response to a new technology developed in recent years which has potential to expand opportunities in proximity marketing. The paper studies the Beacon technology, which appeared around 2013 in America, its possibilities and prospects in application. The objective was, after acquiring detailed knowledge about the Beacon technology and its operation, to examine the capacity of the Greek market to be introduced to it as far as the retail trade is concerned and even beyond. Using the method of diffusing questionnaires to potential users, a study on those persons’ digital profile, knowledge and demands on such a technology and its practical applications was made possible. The data that were collected were statistically analyzed in order to extract conclusions regarding the use of Beacon technology in Greece and examine ways to prepare and optimize the interested parties so as to achieve a smooth entry in the market. In conclusion, although smart devices’ users are insufficiently informed and educated on the subject, there is a remarkably strong interest in the Greek market to exploit the opportunities and privileges offered by Beacon technology. So, reaching the completion of this study, it became clear that the Beacon technology can be used as a promising tool in information and communication sectors affecting many areas of interaction.