Quite honestly, it’s time to set the record straight: it ain’t gonna work effectively. Sure, it would be great, but carriers, technology, and the public aren’t going to allow it, and here’s why:
1. In order for Bluetooth blasting to work, you need your recipient to have….Bluetooth! Right now, there are still alot of mobile that doesnt support the technology.
2. While you may have Bluetooth on your phone, in order to receive “location based alerts”, your Bluetooth has to be turned on (most people probably don’t even know they have Bluetooth, let alone know how to turn it on), and set to “free association”, meaning you want your handset to talk to everything, not just your hands-free headset, or your car. Most bluetooth on most mobile phones are turn off by default!
3. Bluetooth has a limited range of 30 feet. If you fall outside of that, no ad! Additionally, to push ads, the advertiser needs to invest in expensive “Bluetooth broadcasters” costing as much as $2,000 or more apiece. Most of my bluetooth proposal will get shot down after looking at the costs of the implementation.
In the end, who wants it anyway? Its never effective though I must admit that there are some exemptions. Its great when its part of an overall marketing mix strategy. Mobile Marketing has to provide marketing tools that engage the consumer and we want people who would like to receive these messages. Everything we do is opt-in. The last thing we want to do is spam your phone with Bluetooth blasts.
Bluetooth marketing will only be effective if its tastely and properly communicated to the mobile user. Without proper communication, the end result would be nothing but just bluetooth spams. At the end of the day, you are better off with proper targeted mobile marketing campaign that had a better reach to a larger market. With better connectivity over mobile these days, files of any sizes and formats can be streamed directly to the end user. Bluetooth marketing providers should start to think harder how to create more compelling propositions to stay ahead.