Though most mobile marketing campaigns up to this point have been based on use of text messaging (short message service), more common availability of Bluetooth also offers an opportunity for proximity messages over short distances, without the expense of the data network, says Mark Brill, Direct Marketing Association Mobile Marketing Council chairman.
That means creating a local Bluetooth zone at a physical location with high traffic, such as restaurants, public transit stations, bars or retail locations, able to reach users within a relatively confined area of possibly 260 feet in diameter.
"The key to a successful Bluetooth proximity marketing campaign is to provide a clear incentive or offer, explain why you are communicating and gain the trust of the user," he says.
About 30 percent of people have their Bluetooth turned on all of the time, mostly to use hands-free headsets. The TV show "Lost" has used such a technique to promote the new season by allowing users to download wallpaper and ringtones, images or a trailer.
Bacardi Rum has used Bluetooth at music festivals, sending drink vouchers and allowing users to send their own photos and messages to a large screen at an event.
Levi’s Jeans has equipped personnel with backpacks equipped with Bluetooth units and small screens.
Still, there are issues. A Bluetooth connection to a mobile does not provide the marketer with a phone number or user information, so tracking a user requires some form of registration. As always, opt-in rules are needed as well.
http://www.mycustomer.com/cgi-bin/item.cgi?id=134286
Sunday, April 12, 2009
Bluetooth-Based Mobile Marketing Campaigns
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
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1 comment:
The fact that Bluetooth does not extract personal information is not really an issue. It's one portion of the mobile advertising campaign not all. For consumers it's a good thing. They know that they can only be contacted or promoted when in a proximity of the technology. They also know that when they leave the "Zone" that they will not be bothered anymore or solicited since they are away from that area.
www.bluezonemobile.com
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