Samsung's new technology is basically composed of three parts. It offers an end-user app for consumers, so they receive marketers' coupons and other content directly to the Proximity app. But it also includes a web console for marketers, so they can create and manage their campaigns, and an on-site management tool for beacon registration and management.
Read MoreRetailers are going to get very personal in 2039
Apple launched its beacon technology in retailers late last year and is included in some major retailers including Macy's and Lord & Taylor. Apple's biggest convert, however, however has been Major League Baseball, which has installed iBeacons in the majority of its stadiums.
While both Apple's and Samsung's beacon technology focus on pushing content to smartphones, the day may not be far off when marketers will have their messages delivered onto consumers' wearable devices, Gene Alvarez, an e-commerce analyst at Gartner, told CNBC earlier this year.
With Samsung's Galaxy Gear already on the market and the Apple Watch expected in just a few months, consumers may be seeing this kind of marketing push sooner than later.