Bluetooth Marketing is an effective channel through which to engage with consumers via the mobile device by offering premium mobile content associated with your brand. There are a number of different environments where Bluetooth can be used to encourage brand participation including out of home advertising sites, exhibitions and events, and retail environments.
Mechanics of a Bluetooth [/i][/b]
Bluetooth is short range wireless communication standard which uses radio frequency to enable the transmission of messages to Bluetooth enabled devices such as mobile phones, PDAs, PCs, within a specific range. It provides a wireless platform for devices to connect and exchange information, over a secure, globally unlicensed short range radio frequency.
Bluetooth is a channel enabling brands to deliver premium content to consumers’ mobile phones from Bluetooth download zones such as outdoor poster sites, exhibition stands, or interactive point of sale displays in retail environments. At the download zone, our Bluetooth Touch points constantly search for Bluetooth enabled devices within a specific range. Once the Touch point finds a device, it offers a message; ‘Accept message via Bluetooth from x’. The consumer has the option to accept or reject the message. Once the consumer accepts the message, the content is automatically downloaded to their mobile phone for free.
Our Bluetooth Touch points use the highest possible power levels and will transmit data up to 100m (Bluetooth Class 1). Mobile phones however, have weaker transmitters (Bluetooth Class 2) and will only start to come into range from about 10-20m.
Bluetooth is a two way communication - the mobile device has to be within reach of the transmitter before content can be offered. It is not possible for a 10m (Bluetooth Class 2) mobile phone to communicate with another Bluetooth device 100m away.
Content, Signage and Location are the major considerations for Bluetooth marketing.
Bluetooth proximity marketing is an “opt-in” service and is exempt from the Spam Act. Bluetooth broadcasting is very similar to other broadcasting technologies. If you activate the FM radio on your phone you receive FM radio broadcasts - in the same way if you activate Bluetooth on your phone you can receive Bluetooth broadcasts. Unlike SMS, messages are not sent to a personal address and therefore no personal information is collected.
Furthermore the consumer must also accept the content before it is downloaded to the phone, if a user declines the content they will not be offered that content again.
The beauty of Bluetooth mobile marketing is that once the relatively inexpensive equipment and software has been purchased, the actual running costs are virtually nil. Also, you can change and send out as many messages you want. You can even put them on a timed schedule to only go out at certain times or days.