Proximity Marketing is the localized wireless distribution of advertising content associated with a particular place. Transmission can be received by individuals in that location who wish to receive them.
Distribution may be via a traditional localized broadcast, or more commonly is specifically targeted to devices known to be in a particular area. The location of a device may be determined by:
A cellular phone being in a particular cell
A Bluetooth or WiFi device being within range of a transmitter.
An Internet enabled device with GPS enabling it to request localized content from Internet servers.
Top Ten Questions on Blue-Tooth Marketing Answered:
How many people have their bluetooth swithed on?
Approximately 70% of consumers have their Bluetooth enabled- Hands Free Legislation is a driving factor behind users having their Bluetooth enabled making it prime time for Dealer Dominance (DD); this figure continues to grow as the use of Bluetooth accessories especially in cars continues to increase. The main issue with Bluetooth Marketing is NOT how many people have Bluetooth enabled, but how many phones a Zone can simultaneously service. In practice Bluetooth Zones show that if footfall is high, then the limiting factor is the Bluetooth bandwidth available for downloads rather than enabling more phones.
Is bluetooth marketing legal or spam?
Many countries legislation is still under review with organizations such as the Mobile Marketing Association working on industry best practice models to ensure Bluetooth Marketing is deployed effectively, enabling the industry to regulate itself. In order for Bluetooth Marketing to occur, the user must A) have Bluetooth enabled. B) Allow file sharing. C) Accept the Bluetooth request which comes from the Zone. With Dealer Dominance, if a user ignores the request from the Zone, the request message will disappear from the phone after a number of seconds leaving no footprint, if the user rejects the request by selecting DECLINE on their phone, The Dealer Dominance Hot Spot will never ask the user again, only if a Bluetooth user accepts the message from the Zone will the file be transferred, this is often called permission based marketing
How many downloads will I receive in a DD hotspot?
Results vary from 0.5% of all users accepting downloads to 60%+ of unique users accepting downloads, results vary due to: Position, demographic, content relevance, time of day and targeting. The better a DD HotSpot is branded, the more downloads will be accepted. How far will the bluetooth hotspot reach?
Each DD device produces up to 100m Bluetooth radial sphere, however most phones have smaller transmitters (class 2) only reaching 10m yet with a DD HotSpot, for this reason it is better to have more coverage in a closer vicinity- a normal mobile phone range is increase to around 25m. DD HotSpot range can be further increased using the proprietary software control panel to “link” Zones together increasing their range and performance.
Can bluetooth zones be effectived by building, etc?
Yes, water, steel, mirrors and WIFI 802.11x can all effect Bluetooth efficiency, however with our deployment guidelines these factors can be mitigated.
Is it the same as text messaging?
No, a text message uses cellular networks, costs to send and its content is 160 text characters. Bluetooth creates it’s own “network” to send messages (100m) – its free to send and the content can be any content a phone can receive: video, music, files, business cards, etc.
How long does it take for a file to download?
This depends on the size of the file, the number of other downloads occurring and distance from transmitter, however as a rule of thumb a 50k file will download within 1 sec.
All phones are different sizes how do I create content that fits?
Using the campaign creator, you can create animated .gif files which can be scaled for different phones and their screens.
Is bluetooth marketing expensive?
The return on investment from Bluetooth marketing is often greater than traditional marketing techniques, this is because each download is free. Generally the only costs are content creation (optional) and the capital expenditure of the equipment and the branding of the campaign.
What commericial opportunities are available for this technology?
1. Selling advertising space on Zones. 2. Informing citizens of relevant information from public sector bodies. 3. Teasers for games or premium content downloaded. 4. Tracking footfall using the proprietary Dealer Dominance tracking software. 5. Mobile marketing from cars or vehicles. 6. Creating metropolitan area networks for public service or advertising. 7. Promotion at exhibitions or conferences. 8. All sorts of creative marketing. 9. Remote management anywhere across the globe – on demand marketing. 10. Charging advertisers per download.
Simple - 3 Stage Process
Stage 1: Enable Device Detection
A consumer participates in Bluetooth interaction by turning on their Bluetooth mobile device and setting it to “discoverable or visible to all”. This allows our system to detect their device within range.
Stage 2: An Opt In Permission Request
As soon as the consumer’s Bluetooth device becomes detected and then paired by our system, our machine politely requests permission of the user “would you like to receive a promotional offer.”
Stage 3: Download Begins
The Consumer can simple Accept the Free message so then the content delivery transfer between our system and Bluetooth enabled mobile phone begins.
If by chance the consumer decides to decline the Bluetooth prompt our machine will log that specific mobile phone as a refusal and never re-prompt that device again unless authorized by the broadcast of an entirely new Bluetooth campaign.
Our device will continuously re-prompt mobile phone devices if in range as they may ignore the Bluetooth prompt alert by mistake or walk in and out of pairing range in with our machine.
