Types of Proximity Marketing Available, Benefits and Limitations

Bluetooth, a short-range wireless system supported by many mobile devices, is one transmission medium used for proximity marketing. The process of Bluetooth based proximity marketing involves setting up Bluetooth "broadcasting" equipment at a particular location and then sending information which can be text, images, audio or video to Bluetooth enabled devices within range of the broadcast server.

Bluetooth marketing allows an advertiser to expose their message to any person within a Bluetooth Hotspot area. These areas are typically a radius of 330ft from the Bluetooth Broadcast device. Bluetooth’s major advantage is that the cost of the broadcast unit is very reasonable and there is no continual cost beyond the box since Bluetooth wireless transmissions are free to both the advertiser and the potential customer.

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The Opportunity

Never before have brands, information providers, and retailers been enabled with the technology to send sticky interactive content and direct response advertising directly to a consumer's mobile phone to every single consumer within relative proximity of a particular destination, retail store, or area for immediate conversion.

 Value of Data:

• Basic:
• Phone’s unique “fingerprint”
• Make and Model of handset
• Data Analysis:
• How long consumer in network
• How many times consumer visits network
• Appearance of consumer across all networks
• Consumer registration of personal contact data
• Demographic overlays of data analysis
• One-to-one marketing opportunity through mobile phone
 
• Utilizing the power of Bluetooth we can tie together digital marketing touch points, including Bluetooth, SMS and email services.  Our ability to engage consumers is available by using a stand-alone computer unit and a “BlueStix or Bluebox” which is a USB plug-in device that operates on either Windows or Linux. 

• Each phone has an anonymous and unique “fingerprint” that our system recognizes.  By “passively” collecting the data without the need for consumer interaction, we assemble customer profiles to include pathway development and repeat visit tracking.  Using this information we can develop campaigns we execute in real time to increase the relevancy and desirability of the content sent to consumers. With industry leading hardware, software and analytical tools our Advanced Measuring and Marketing tools tie demographic information back to consumers allowing for never before seen levels of depth of consumer behavior. 

Supported Media Files:
Videos..Images..Coupons..Ringtone...Java Applications...Games...Business Cards...Wap Sites and more.

Proximity Marketing:
Reaching an Audience of ONE.

“Proximity marketing is the localized wireless distribution of advertising content associated with a particular place.” Wikipedia ~

How Bluetooth Proximity Marketing Works?

Proximity Marketing is a marketing technique for distribution of electronic mobile content to cell phones and PDA devices of people walking nearby a specific location, where the Bluetooth Hotspot is located. The key goal of Bluetooth Marketing is to reach customers’ cell phones directly at zero cost per customer.

1) Hospot searches for handsets
bluAir hotspot scans for Bluetooth-enabled devices located in a range up to 100 meters (330 feet)

2) Hotspot asks for permission
For every device it sends a request for permission of sending files. It looks like: Do you want to connect with [your-name-here]?

3) Sends content files
Once user grants permission,  box sends files (thanks to multithreaded software architecture and multiple bluetooth radios installed, sending files to one Customer will not stop detection of new handsets of Customers walking by the hotspot).


Why Bluetooth Proximity Marketing works?

Because it enhances possibilities. It allows marketers to reach their customers in a new way, which is different, attractive and totally free for them.

What to send?
Bluetooth technology does not limit file formats by itself. You can send virtually every kind of files to your customers, providing that they are readable by handheld devices you address them to.

Most popular kinds of content
Images (jpg, png): 2D/3D Coupons, Wallpapers, Advertisements
Animations, Screen Savers, Short Videos (3gp): Movie Trailers, Commercials Music, Ring Tones, Jingles, Sounds (mp3, amr)
Java Applications / Games / Presentations (most powerful features)

What is the maximum size per file?
There are no technical limits regarding the file size, however you should ensure the Bluetooth communication is fast and easy. We advise not to exceed 200kB for pictures & music and 500kB for Java applications & movies.  In every case you should minimize the file size if possible, especially content targeted for older mobile phones.

What is possible?

• You can attract customers directly at the point of sale with
a direct simple message: like “Today 15% off”, “Free Coffee”
and instantly measure results of your campaign.

• You can broadcast content like wallpapers, ringtones, Java
games with your advertisements inside.

• You can enhance popularity of your products or services,
providing your customers with a convenient and functional
Java brochures they have never had a chance to use before.