Bluetooth Proximity Marketing: How It Works and Why It Works for Marketers

by Artur Bil.
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What is it?

Bluetooth Marketing offers a possibility of providing mobile phone users with an advertising content within a short distance (usually from 10 to 100 meters) from a Bluetooth hotspot.

How it works

When a person with Bluetooth-enabled mobile phone gets close to the Bluetooth hotspot, it sends him a request for a permission for sending files (e.g. Do you want to connect with Porsche?) and once the permission is granted, the hotspot starts sending content previously configured by a marketer.

Professional Bluetooth transmitters are able to send files to more than 50 users at the same time. They also can recognize mobile phone type and a vendor and send mobile content specially matched to a specified handset.

What are the benefits of Bluetooth marketing for the marketers?

Since Bluetooth communication is not controlled by telecom operators, transmission is completely free both for sender an a receiver. Since it is usually the marketing budget that limits possibilities, this type of marketing gives new powerful opportunities for marketers, as there are no cost per customer.

Measuring tools

Professional Bluetooth marketing platforms provide online tools for measuring content reception from multiple Bluetooth hotspot at the same time, allowing marketers to try different advertising strategies and to check results after a short period of time. The online management tools might be compared to internet ads (like Google AdWords), where marketers receive instant reports and can modify campaigns in every moment.

Permission-based

Since Bluetooth connections are anonymous and must be allowed by mobile phone users, there are no legal issues regarding the transmission. This makes Bluetooth marketing more universal, cheaper, easier to implement and seen by customers as less of a spam than SMS or email marketing.

New powerful channel

Bluetooth marketing is the first true marketing strategy that reaches mobile phones and uses their potential. Since marketers can offer sophisticated mobile applications like product brochures, cinema repertoires, event agendas, games, tools, mobile books - they have a new unexplored marketing channel with a very exciting options of providing their customers real value at no cost per person.

More information

www.bluair.pl is a website of vendor & provider of Bluetooth marketing hardware devices and software tools currently used by marketers in 20+ countries.

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