Proximity Marketing with Bluetooth--ChinaCCM.com adds report

PRLog (Press Release) - Jan 11, 2010 -
Report Summary

Proximity marketing using Bluetooth is an enormously powerful tool and, although seemingly complex technically, ethically and legally, following a few basic principles can ensure success. This report introduces the reader to Bluetooth marketing, and describes in detail the concept of proximity marketing, detailing what it can and can't deliver. The legal and ethical use of Bluetooth is investigated, and the accepted levels of consent are discussed.

Proximity marketing using Bluetooth is an enormously powerful tool and, although seemingly
complex technically, ethically and legally, following a few basic principles can ensure success. This report introduces the reader to Bluetooth marketing, and describes in detail the concept of proximity marketing, detailing what it can and can't deliver. The legal and ethical use of Bluetooth is investigated, and the accepted levels of consent are discussed.

The report spells out 12 steps, a checklist, that advises marketers on all the considerations that should be part of the due diligence performed as part of a Bluetooth marketing campaign. The closer the steps are adhered to, the greater the chance of a successful campaign. It also details ways to measure the success of a project. The report concludes with a technical overview of the implementation of a campaign, including a guide to buying in Bluetooth marketing products and services.

Key Findings:

Consumers are 50% more likely to accept Bluetooth marketing if you have a poster describing the activity than without

Bluetooth Marketing is able to target an audience with pinpoint accuracy, based on location

While it is legal to broadcast Bluetooth messages to anybody, without permission, the

Direct Marketing Association recommends more strict guidelines for this sort of communication

The public's understanding of Bluetooth technology has improved greatly in the last two years

Big media agencies are still wary of the technology, and traditional media buyers are yet
to routinely include it in their media planning

When best practice is followed, there is little chance of users considering the communication as spam

The area in which you use Bluetooth is very important, it should never be a public space,
only commercial

The cost of implementing a Bluetooth campaign is always more predictable and usually lower than SMS campaigns

Audience:

Marketing Professionals: Anyone considering using Bluetooth as a marketing channel will benefit from this in-depth guide covering best practice, step-by-step campaign design, legislative and regulatory impacts and practical examples of successful Bluetooth proximity marketing campaigns. If you are considering using Bluetooth for a future marketing campaign-start here first!

Marketing and Media Agencies: Are your clients asking for new and creative ways to reach target audiences without the expense and complexity of location based mobile marketing? Bluetooth proximity marketing is a great alternative. This guide will help you understand how to use Bluetooth proximity marketing to maximize the return on your client's investment-while ensuring best practice and legislative and regulatory compliance.

Bluetooth Proximity Marketing Providers: This report can be a great sales tool to help you explain Bluetooth proximity marketing to your clients-as a source of great examples of working Bluetooth campaigns-and as a benchmark for your own business practices. The report also includes the results from a January 2009 survey of 1000 UK consumer's on their attitudes towards Bluetooth as a technology and acceptance of Bluetooth marketing-again providing you with more data to enhance your sales efforts!

Mobile Marketing Consultants: In general Bluetooth marketing is relatively well understood by mobile marketing consultants-but this is the first in-depth report covering the details of the best and most effective campaigns, consumer insights into perception of Bluespam, best practice for campaign design and execution-and legislative and regulatory compliance. An absolute must to ensure your clients get the best advice when it comes to Bluetooth proximity marketing.

Mobile Technology Specialists: You know how to use Bluetooth for pairing your headset or your car kit-and you can even swap last night's party pics over Bluetooth-but how is Bluetooth being used for marketing? What is the basis for the Bluetooth standard? Where is Bluetooth going next? Although primarily focused towards the marketing community-the report packs enough punch to keep the technologists interested right through to the end.





Report outline:

Report summary 3

Chapter ONE An introduction to Bluetooth marketing 4
The promise of Bluetooth marketing: what can it deliver? 6
Permission to speak 7

Chapter TWO Understanding Bluetooth as proximity marketing 9
Push marketing 9
Pull marketing 10
Permission to communicate 11

Chapter THREE Industry and legal best practice 13
Permission 13
What constitutes permission 14
How to comply with the DMA Code of Practice? 14
How to comply with the Privacy & Electronic
Communications Regulations 2003 15

Chapter FOUR The consumer view of Bluetooth marketing 16
A snapshot of how Bluetooth is currently used by consumers 19

Chapter FIVE Determining whether Bluetooth is the right technology 21
The limitations of Bluetooth 22

Chapter SIX How the Bluetooth marketing interaction works 24
The trust factor 25
How to deliver a Bluetooth campaign 26

Chapter SEVEN Potential for negative impact 28
The mobile network operator's view 28

Chapter EIGHT Practical steps to building a campaign 29
Step 1-Define the audience 29
Step 2-Find the audience 29
Step 3-Find a compelling message that has value 30
Step 4-Define and measure the desired result 30
Step 5-Evaluate the target area 30
Step 6-Choose the right technology for the terrain 31
Step 7-Make sure the signage and zone is clear 31
Step 8-Make sure you understand your legal responsibilities 32
Step 9-Follow best practice guidelines 32
Step 10-Test, test and test again 32
Step 11-Train and educate your staff 33
Step 12-Consider the subject's view, is there a possible
negative impact? 33

Chapter NINE Examples of Bluetooth marketing 34
Pepsi 34
Avenue Q 35
Acceptance rate as a measure of success 35

Chapter TEN How marketing professionals are using Bluetooth 36
The consumer Bluetooth users 36
How marketers are viewing Bluetooth marketing 39

Chapter ELEVEN Bluetooth hardware and software specification 40

Chapter TWELVE Understanding Bluetooth technology 43
Technical details of Bluetooth technology 44

Conclusion Report summary 47

About the authors 48

Appendix Full Survey Results 49

Index