Mobile phone marketing -- How advertisers are turning Bluetooth into Greenbacks

So, you're walking down the street past the local cafe. All of a sudden, you get a message on your mobile phone -- it's the cafe, asking if you want to download a coupon for a free cappuccino. You press OK, and the coupon and a menu is downloaded straight to your phone. You browse through the menu, and, feeling a bit hungry, you turn around and head back towards the cafe for a quick snack and a cappuccino. You present the coupon on your phone's screen and get your drink. You're happy, and the restaurant just turned a passer-by into a customer, thanks to Bluetooth Marketing.



So, aside from the funny name, what exactly is Bluetooth Marketing? How does it work? And what does this mean for the average consumer?



Most mobile phone shoppers have probably heard of Bluetooth by now. It's a standard feature on almost every new cell phone sold today, as well as many laptops and desktop computers. One of the more common uses for Bluetooth is to connect to a hands-free headset, but it can actually do a whole lot more. Bluetooth is a standard that allows many different types of devices to communicate with each other wirelessly. So, with Bluetooth, your cell phone could also connect to your computer to synchronize your contacts list, transfer songs and ringtones, even upload those pictures you just took with your camera phone. What's more, if your friend also has a Bluetooth phone, you could easily send them your pictures, songs, videos, games, or other files stored in your phone, all without having to worry about having the right cables to connect.



So, how does this relate? Well, through some clever use of technology, companies are now using Bluetooth to send their latest promotions to the mobile phone -- that ubiquitous device that almost everyone uses and carries with them at all times. How does it work?



A compact server, programmed with the necessary software, is placed on site, preferably at a location that receives a large amount of foot traffic. The server will continuously scan the area for Bluetooth enabled devices as they come within range (up to 100 meters). As each device is discovered, the server sends a notification to the phone requesting permission to send a single or multiple files. This could be a coupon, a video, Java game or any other multimedia file. If the user responds with a Yes, the file is sent automatically. If they respond with a No, the server logs this decision, and will not ask the same user again the next time they come within range. This is important so people are not constantly prompted to accept content that they don't wish to receive.



And, unlike text messaging, Bluetooth transmissions are free, so users don't have to pay to receive content. Since nothing is going through the cellular carrier's network, nobody is charged. This also means that Bluetooth Marketing can be used even in the absence of a cellular signal, as in underground stations or remote areas.



So what are the benefits and pitfalls, both for prospective businesses looking for a new and unique way to connect with their customers, and for consumers, who may view advertising on their cell phones as a sort of invasion of privacy?



For starters, companies choosing to use this technology can run an ongoing marketing campaign at very little expense. Aside from the initial purchase of the equipment, Bluetooth Marketing campaigns are essentially free to run. Because files sent by Bluetooth are free, it would not matter if a company sent 10 promotions or 10,000. More importantly, users who choose to accept the message inevitably take the time to look at it. Contrast this with more traditional forms of advertising, which, even in a best case scenario, creates very little impact on the average consumer. Advertisers also have the opportunity to market their products and services based on the proximity of the consumer. For example, restaurants can send coupons to people as they walk by; movie theaters can send video trailers of new releases to people standing in line, etc. What better time to send promotions to customers than when they are physically close?



From the consumer's point of view, Bluetooth Marketing may present some unique concerns. Would people be spammed with ads they don't want as they're walking down the street? Will advertisers be able to record their cell phone numbers and use it for marketing purposes? And what if someone doesn't want to receive this kind of marketing -- ever?



In fact, the technology does incorporate ways to resolve these issues. Again, Bluetooth servers must always get permission first from users before any content is sent. And if the user refuses, the software remembers this, and will not ask again in the future. This ensures that only people wishing to receive content will get it -- a benefit to both advertiser and consumer. Also, personally identifiable information is never collected by the system. The server only detects each phone's MAC address, a unique hardware ID, but nothing else. It cannot collect phone numbers or any personal information from any user. So users never have to worry that their phone number or anything else is being collected and used by the advertiser. And, of course, users can always choose to never participate in any Bluetooth campaign by simply setting their Bluetooth to "invisible", so they won't be found in the first place.



Bluetooth Marketing has been popular in Europe for several years now, and is only now beginning to catch on in the United States. With applications beyond just simply sending coupons to customers, many types of businesses can take advantage of this unique technology to connect with their customers in a fun and personal way. So the next time you're walking down the street and you get an unexpected message on your phone asking if you want a free cappuccino, just say Yes, and look around you. You may not have noticed the cafe on the corner, but they noticed you!





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ZipZone Media, a New York City based company, is a leader in the emerging field of Bluetooth Marketing. You can reach them at 1-718-969-2436, or visit their website at:

http://www.zipzonemedia.com