Wednesday, June 13, 2007

Mobile Marketing via Bluetooth: Why it won’t work effectively

Time and time again, we get requests for “Bluetooth blasting”…. you know, the process of sending out messages to everybody in the area inviting them to your store/restaurant/club/whatever.

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.

2 comments:

Mohamed said...

We are an Egyptian based company and we are the sole provider of Bluetooth marketing solution in the Middle East.
Bluetooth marketing solution is a small hardware (hard desk size) and a software that automatically send content to mobiles within 100 m.. For more details about us, kindly visit our website: www.goiblue.com

iBlue not just provides you with the solution to start your marketing campaign, It also gives you the ability to build your own Bluetooth marketing solution with your own brand in...
If you are interested in starting your own Bluetooth marketing business you can simply provide IBlue Company with you logo, your color scheme and you will get your special custom Bluetooth marketing solution.

You have two options:

1. Option one: Software Only:
You will get the CD/ DVD containing your Branded proximity solution installer software that you can install on any x 86 architecture PC. The software after its installation will ask you to activate it. option one will costs you: 500 USD as a setup fee and for developing your own branded copy of the Proximity marketing software, not including the shipment of CD/DVD 60 USD per device this will be collected once for each device during activation after installation our CD/DVD as if you reinstall the CD/DVD package in the same device the online activation will be free. Kindly be noted that activation fees are to be paid in advance. you will also get full online support from us for 18 mo. as any update will be free during the 18 mo period, no annual license required no extra or hidden fees.

2. Option two: Software and Hardware:
You can get the software and the hardware packaged together. Installed and for plug and play. Price will go down if you purchase 10 devices the price will be 550 with your brand instead of iBlue


iBlue has a Bluetooth mini-server that is superior to anything I have seen in the marketplace. I have tried numerous other companies and they all seem to fall short. iBlue exceeds the other companies when it comes to software. Bluetooth radios are everywhere but if you don't go with a company that has excellent software to support your needs you'll end up wasting your money. For more details about us, kindly visit our website http://www.goiblue.com. Or send to us at: info@goiblue.com

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