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What was once an exclusive feature of top-of-the-range mobile phones, Bluetooth has now become an integral feature of all new handsets. Its extraordinary capabilities also offer great potential for innovative proximity marketing campaigns. However, while the technology is there, Bluetooth as a marketing channel has suffered from widespread confusion about exactly how it can be used and the rules and regulations that govern it.
The basics
Using an advanced form of radio technology, Bluetooth is a versatile broadcast medium that can transmit data or files, such as video, pictures and applications from devices over short distances without the need or cost of network connection. There are many advantages to using it for proximity marketing: it is available on most mobile phones, it can transfer large amounts of data quickly, it does not require access to a mobile phone network and it does not cost anything for the user to receive the content. The improvements in broadcasting technology and software also mean that setting up and running a Bluetooth campaign can be done quickly and easily.
"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."
The practical issues of executing a Bluetooth campaign are relatively straightforward: Once a suitable location is identified, a Bluetooth broadcast unit must be placed in situ. Broadcast ranges vary, but a single unit can typically transmit to a distance of 40 metres. These units are essentially small boxes containing a PC. They can be controlled via a Windows interface or remotely via an internet connection.
Management software allows the marketer to control which files are sent to users, the distance that it will operate, how many times it will retry each user and opting out users who reject files. When a Bluetooth-enabled phone enters into range of the unit, the handset will be prompted to accept the content or 'pair' with this device.
Managing a campaign
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. Approximately 30% of people have their Bluetooth turned on all of the time, and most only do so because they are using a hands-free headset. Therefore, without displays clearly announcing a call to action, the average mobile user will either fail to turn on their Bluetooth or simply reject the content when an unrecognised request appears on their phone.
Depending on the objective, marketers have generally deployed Bluetooth marketing campaigns using public networks in places such as train stations and shopping centres, or through private networks which are typically used for specific campaigns in stores or at events. A prime example of a public network can be found in Victoria Station in south-west London, where a large blue circle on the ground in front of the information boards marks out a dedicated 'Bluetooth zone'.
This zone has been used for a number of campaigns, the most notable of which was for the launch of season four of Sky One's flagship TV show 'Lost'. "There is little to prevent unscrupulous marketers from engaging in scattershot campaigns, bombarding every consumer in the vicinity who happens to have Bluetooth enabled on their phone."
The rules that require opt-in for email and SMS campaigns do not apply to Bluetooth.
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SOURCE : http://goarticles.com/article/Wireless-bluetooth-Proximity-Program-that-gets-results/5479407/
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