Everything you want to know about Bluetooth ...

Solutions: Thurs 30th April 2009

... but were afraid to ask.
Mark Brill explains how Bluetooth marketing works.

CEO of Txt4ever.com and Chair of the Direct Marketing Association (DMA) Mobile Marketing Council, Mark Brill looks at the practical issues concerning Bluetooth marketing campaigns.

Find a quick summery below, or read the full article here: How to use Bluetooth successfully in mobile marketing campaigns

Bluetooth has several advantages as a broadcast medium, it can transmit numerous types of data (e.g. video, pictures and apps), very quickly, and it does not cost users anything to receive the content.

A campaign can easily be set up to deliver a clear incentive or sales promotion offer within a defined location, for example within a store or out-side area, train station, shopping centre etc. A Bluetooth unit, with a signal capable of reaching a distance of around 40 metres, must be set up at the location.

Marketers can easily control the Bluetooth Unit, and the messages it sends out, via a management software system.

Most handsets have Bluetooth, whilst 30% of people have it turned on all the time. It's therefore recommended that campaigns clearly announce a 'call to action', which will prompt more by-passers to turn on their Bluetooth and accept the Bluetooth content request as it appears on their phone.

When planning a campaign it's important to understand consumers' behaviour in the location and to capture an audience in a time and space situation, when they are not rushing past in a hurry. Some places, such as London's busy Underground network, are for example not suitable for Bluetooth marketing.

Aiming to protect both mobile users and the mobile marketing industry, DMA has recently published a Best practice guidelines for Bluetooth, which addresses limited regulations surrounding Bluetooth marketing.

Please see our Bluetooth Marketing section for more information