Bluetooth marketing is an opt in service – a receiver will always be asked if they want to accept data. A message is never sent to a receiver’s handset unless they have expressly opted to accept the data. This means a receiver can pick and choose who’s or what data to accept.

For Bluetooth marketing to work it is essential to offer the receiver value e.g. discounts, free samples, trial products or services. Simply broadcasting a Bluetooth message with no value to the receiver is not advised for two reasons – firstly, these type of messages are essentially spam. Secondly, the acceptance rate of Bluetooth marketing messages is much higher if the receiver is getting something of value and there is an increased viral potential.

To engage in Bluetooth proximity marketing there are data protection laws in Ireland (where we operate) and ethical guidelines to follow.

Traditional direct or proximity marketing involved the design and printing of many leaflets and a means to distribute these leaflets. The ROI on this type of marketing is typically very low, approx 2-5%. Bluetooth proximity marketing is a new innovative way to roach potential and existing customers. The Bluetooth message delivers value to receiver, there is an increased viral capacity, and the need for thousands of paper leaflets is negated so it is greener than traditional direct marketing.

The product we provide is 100% measurable so our clients can see the success of the campaign up to the minute. Campaigns can be changed immediately if they are over or under performing giving the client greater control over their marketing activities.

So should organisations invest in Bluetooth marketing? Before jumping in head first to any marketing activity organisations should ask themselves why they would invest in this type of marketing, does it fit in with their overall marketing strategy, what do they want to achieve with it and do they have the resources to support it? We offer organisations a free two week trial to gain an understanding of the service and get customer feedback.

Cheers Andrew

Does the iPhone not accept Bluetooth broadcasts?

For anyone with a compatible device, they would need Bluetooth to be on and discoverable (or visible as you put it) – being discoverable is quite a battery drain (and off by default?) so I suspect a lot of people may have it switched off.

There are probably better ways to engage with people.