Bluetooth advertising allows companies to send messages to customers with Bluetooth-enabled mobile devices. It is a form of proximity marketing that can offer anything from simple coupons to elaborate messages. Advertisers can target specific areas and consumers, but must offer something unique to stand out. Techniques include “shooting gallery” to reach a broad audience or targeting customers already in a store.
Bluetooth advertising is a means for companies to send advertising or promotional messages to customers who have cell phones or other mobile devices enabled with Bluetooth technology. This is an example of proximity marketing, which allows marketers to target consumers in or very close to the business that is sending messages. Depending on the type of mobile device, advertisers can offer everything from simple coupons and business cards to much more elaborate messages. Marketing personnel try to maximize the impact of Bluetooth advertising by delivering the message to an area where it will be accepted by the most potential customers.
The avenues available to advertisers continue to grow in number as technology makes tremendous advances. One of those technological advances that have really opened things up to marketing capabilities is the increased use of cell phones. Many people go everywhere with their cell phones, which are often equipped with Bluetooth technology that allows them to receive relatively complex messages. As a result, Bluetooth advertising has become increasingly popular in the proximity marketing world.
Advertisers using Bluetooth advertising have the ability to pinpoint where their signal is being sent, giving them a way to decide who receives their message. Since cell phones are often flooded with unwanted messages from various sources, advertisers have to do a good job of separating them so that their messages are heard. This may require them to do more than just send a business card. It may require them to send consumers special offers and coupons that can only be received if the message is accepted.
There are many different techniques used by those companies that practice Bluetooth advertising. If the advertiser wants to target a broad spectrum of people, he can try a technique known as “shooting gallery”. This occurs when advertisers simply deliver the message to a large swath of people in a public place. While this allows advertisers to target large numbers of people at once, the vast majority of these unexpected messages are also likely to be ignored by consumers unless the offering is extraordinary.
A more efficient Bluetooth advertising technique focuses your message on the people most likely to be interested. For example, a department store owner can send a Bluetooth message to customers in the store advertising a special offer. Since those people are already shopping at the store, they’re more likely to be interested in the message. In some cases, advertisers can set up digital displays in targeted locations, telling customers to turn on their mobile devices so they can receive special offers.
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