Bluetooth Proximity Marketing

Bluetooth technology is now the latest medium for advertising and marketing. Bluetooth proximity marketing has become all the rage overseas as the newest way to connect with potential or existing customers.

The definition of proximity marketing via Wikepedia.com is “the localized wireless distribution of advertising content associated with a particular place. Transmissions can be received by individuals in that location who wish to receive them and have the necessary equipment to do so.” In other words, if you have a cell phone in the proximity of a marketing broadcast, you would be able to receive the message or advertisement.

Here’s how it works. Imagine you’re walking through a mall, and you pass a proximity broadcast station. The key is to have your phone on and in “discoverable” mode. This will allow all possible ads in the area to “hit” your phone – asking if you want to receive free content from the provider. For example, say you’re shopping for gym equipment at a specialty shop and they have a proximity marketing station set up. If your phone is in discoverable mode, you’ll receive a message asking if you want to receive free content from “ABC Company”. Think of it as a virtual billboard or flyer advertisement.

This form of advertising has been in use for quite some time in Europe, as well as various other overseas locations. There are dozens of companies already in full swing of promoting Bluetooth proximity marketing, with many more in the start up phase here in the United States today.

Proximity marketing can also be received via laptop or PDA. The range and accessibility to most Bluetooth proximity marketing depends on your equipment, many which don’t require pairing for receipt of text or graphics. The average range of Bluetooth proximity marketing is 100 meters, although with advances in technology, this distance is increasing. Although some critics of the technology claim this as a potential problem, we can refer to the virtual billboard idea. The billboard doesn’t move with the driver as they pass it on the road, but looks for an instantaneous response to the ad in the general vicinity. The same is true of proximity marketing.

Going paperless has been a concept for so long that it can be taken for granted in most businesses. Bluetooth proximity marketing is simply the next technological step for businesses to take.