Mobile Loyalty/Marketing

Mobile news, technology, trends, campaigns and how brands are using mobile

Bluetooth used successfully in mobile marketing campaigns

Posted by drewdahms on April 20, 2009

Most mobiles come with Bluetooth as standard but there is still some confusion over how it can be used for marketing – so the DMA Mobile Marketing Council’s Mark Brill explains how to implement innovative proximity campaigns, without falling foul of the law.

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.

Mobile phones are devices that the majority of people carry with them most of the time. As such, it is a highly personal and even private medium. Marketing to mobiles needs to be done with care and consideration to the user. While well-run campaigns can offer excellent response rates, poorly run campaigns can seriously damage a brand and the credibility of mobile as a marketing medium.

Read this great article by Mark Brill, of the Direct Marketing Association Mobile Council.

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