Recently in a presentation, several tools except PC’s through which E-Marketing involves web access such as Smartphones/ Bluetooth, Interactive Digital TV, Interactive Kiosks, Digital Radio, CD Cards etc. were exposed.
One of the latest technologies these days ” Bluetooth” is being used by companies to attract customers.
“Bluetooth Technology allows devices such as mobile phones, computers, personal digital assistants to communicate without wire as soon as they come into range.”
Bluetooth Marketing is the process of transmitting promotional content through this bluetooth wireless technology to potential customers. To transmit bluetooth messages a bluetooth transmitting product is required.
This technology is being used by marketers to send huge range of digital content, including plain text, images, audio, video, vouchers and games. Bluetooth technology is currently being used in predominantly three marketing situations :
Point of Sale Promotions
When fitted in shop windows people walking past with bluetooth enabled phones will receive the promotional message from the store. This may be a special promotion and is often enough to encourage the recipient to enter the store.
Billboard Advertising
Through fitting billboard posters with bluetooth transmission devices you can interact with people within the vicinity of your poster. For example, to support your billboard campaign you could send a branded game via bluetooth to peoples’ phones. This helps to overcome one of the major disadvantages of billboard advertising – the absence of a strong call to action.
Field Promotions
Portable units can be carried by promotional staff, automatically sending bluetooth messages to anyone within the vicinity of the staff. This is particularly effective when combined with leafleting.
Innovative businesses have been using bluetooth based mobile advertising for free brand awareness, lead generation, outwit competition, improve customer service and free & effective advertising.
The real potential in bluetooth marketing lies in its low cost. Unlike SMS marketing it costs nothing to send a bluetooth message.
Bluetooth marketing companies earn their money through placing bluetooth marketing devices in prime locations, such as retail stores, and selling advertising space on them. However, companies also rent out the devices, especially the portable ones.
Like every coin has two sides, bluetooth marketing too has its disadvantages :
Bluetooth marketing is only effective if the target audience can actually receive these messages. Some people are yet to upgrade to bluetooth-enabled phones, whilst others have switched the bluetooth capability in their phones.
Recipients can be confused about the message, in particular why it has been sent. Consequently it can be quickly dismissed as spam, or worse, worry recipients into thinking that it’s a virus.
There is also a concern that as the bluepod marketing industry grows consumers will become inundated with promotional messages, reducing the effectiveness of messages and resulting in many people turning off their phone’s bluetooth capability.
-V!K$
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