In today’s techno-savvy world, Bluetooth marketing has emerged as an innovative approach to promote a brand or business. Because of the unique nature of this technology, it can be used in a variety of ways. Although Bluetooth technology is new and exciting, there are some basic things you should know before launching a Bluetooth campaign.
Before you start using Bluetooth for your next marketing campaign, you should first understand what it is and how it can be used. In basic terms, Bluetooth is “… a short-range wireless technology that essentially sets up a small wireless network between multiple devices…” (The Mobile Marketing Handbook). When mobile devices are Bluetooth enabled, they are able to receive “small, chunk- size” bits of digital media. The digital media they receive could include things like advertisements, music, video clips, mobile games, applications, and a plethora of other things. Bluetooth technology is great because it can be used for location-based marketing. As Bluetooth technology has become more mainstream, it has been used in various public places such as airport terminals, subways stations, and bus shelters. When a user enters a Bluetooth zone, a message is sent to their mobile device asking if they would like to accept the media. If the user does accept, the media is sent to their device at no charge (Strategic Mobile Design).
Although Bluetooth marketing can be a very helpful tool, it does pose some interesting obstacles. Because mobile marketing is a permission-based form of advertising, some argue that Bluecasting disobeys the primary rule governing the mobile space. Even though consumers are asked if they want to accept the Bluetooth media, many find the initial message to be a form of spam in and of itself. Therefore, in order to run a successful Bluetooth campaign, it is suggested that you alert your audience before they enter a Bluetooth zone. When they enter this zone, then, they will not be surprised when they receive a message asking if they would like to accept the Bluetooth media.
While establishing permission-based Bluetooth zones may seem frustrating, there really is no limit as to where you can establish these zones. Public places are a great place for Bluetooth zones; especially public places where people tend to do a lot of waiting. You could establish your zone at an airport terminal, a line at an amusement park, a concession stand at a sporting event, or even at a restaurant where people are waiting to be seated. What’s even better about Bluetooth marketing is that the content you deliver is free and hopefully of value to your consumer. You can offer them things such as music downloads, coupons, move trailers, videos, mobile games, mobile applications, and more.
Even though Bluetooth marketing does pose a few problems, the benefits can outweigh the cons. Bluetooth marketing is a truly interactive form of marketing that enables you to connect with your audience unlike any other medium. With Bluetooth technology your creative marketing strategies can come to life.
While many may not see the value of mobile as a marketing tool, there is substantial evidence that proves how powerful mobile technology can be when used in innovative ways. For a medium originally intended primarily for voice communication, the mobile device has quickly evolved into a lifeline for people across the globe. Today, the mobile device offers unique features that enable users to connect with the world and those around them like never before. Despite what some may think, mobile is a powerful tool that is capable of making a large impact on the world. As you consider launching a mobile campaign, think about the powerful nature of mobile technology and how it can be used.
Even though some naysayers may scoff at the power of mobile, mobile has an influential track record in the political realm. In the recent past, SMS has proven to be a successful form of political mobilization. According to reports, former Filipino president, Joseph Estrada, was forced to resign from his position in 2001 due to an opposition movement coordinated through text messages. Given the success in 2001, numerous SMS campaigns were launched in the 2004 Filipino presidential race (Strategic Mobile Design). These types of campaigns also became rather commonplace in the 2008 U.S. Presidential election. As we can see from these examples, mobile does in fact have the ability to make an impact because of its dynamic nature.
Just as mobile has been used to sway political opinion, it has also been used to monitor elections throughout the globe in hopes of democratizing the election process. During Sierra Leone’s national election in 2007, 500 election observers were on duty at polling stations across the country. Their main objective was to report any irregularities that may have interrupted the democratic process. How did they accomplish this? Through SMS messaging via their mobile devices. Anything they saw was reported via a mobile device (http://mobileactive.org/texting-it-in). While we like to think of mobile devices as cool gadgets, they are actually much more powerful than we give them credit for.
As we can see, mobile is a powerful tool that has helped make a difference in the political landscape. Political SMS campaigns have proven to be so successful “…that the Islamic Republic of Iran actually disabled its nationwide SMS network during the 2005 presidential elections” (Strategic Mobile Design). Where some nations are fearful of mobile’s impact, most have embraced it whole-heartedly. In the U.S., Rock the Vote launched a mobile campaign to attract younger voters to cast their ballots in the 2008 Presidential Election (MobileMarketer.com). Their efforts proved successful as the 2008 election marked one of the highest turnouts for voters aged 18-29 (http://www.hiphopdx.com). If mobile can make this much of an impact on politics, think about what it can do for your marketing efforts? For the most part, political activists have just used SMS to motivate the masses. Think about what you could do with mobile websites, Bluetooth marketing, mobile applications, and other advanced mobile features? The possibilities are endless.
Just how traditional sites have become an integral aspect of a business’s marketing strategy, now mobile websites are just as important. This main factor alone is why you need to focus on the content that you make available to your users via mobile. People that use their mobile devices for web browsing are more than likely on the go. Therefore, you need to develop content that is accessible for the mobile user. The following will give you a few helpful tips in developing the best mobile website content.
Perhaps the greatest feature of a mobile website is its ability to provide timely information. Because people access the mobile internet the most when they are away from home, your mobile website should offer location-specific information such as directions and stores hours. Additionally, users “surfing” the mobile web want to be able to find the information they need in as few clicks as possible. If they have a device that is hard to navigate on, they are not going to want to sift through pages of unnecessary text and graphics. Often times, files that are too large will cause a mobile device to crash. Thus, you need to keep your content short and simple, while still adding value for the user.
In order to make people engage with your mobile website, you have to tell them what to do. Ideally, your mobile website should represent one aspect of your overall mobile marketing platform. Your mobile site should have a clear call-to-action, asking users to sign up for your SMS campaign, or telling them to call in for a chance to win, or offering them a free trial, or anything else that ties into your overall marketing strategy. Whatever it is that you are asking your audience to do, it needs to be very clear and visible on every page.
While the content should be simple, it also needs to be interactive. Since so much of the mobile web experience is based on interaction, it is important that your mobile content change “…based on time, location, and social awareness” when possible. Mobile applications make this concept a reality. As new and innovative mobile applications are being developed every day, look into what applications could benefit your end users. Today, as many phones come equipped with features such as GPS chips, cameras, and video recorders, there are numerous ways to leverage your mobile website in a non-traditional way.
Ultimately, the content you develop for your mobile website will play a critical role in your mobile marketing campaign. According to M:Metrics, U.S. Smartphone users spend nearly 4.5 hours browsing the mobile Web each month. Year over year, mobile web browsing has increased 89 percent while page views have increased 127 percent. Thus, the content you put out there is extremely important in gaining an active mobile Web audience. As people start to visit your mobile web page more and more, they will become more inclined to interact with you in other ways. They may start to download applications you develop, sign up for your SMS campaign, purchase items via their mobile phone, watch videos, etc. A successful mobile marketing campaign begins and ends with good mobile web site content.
