News
Bluetooth takes marketing to a new level
img_06042008_79d08b61-f322-439b-9da2-b0ac258b8eb5.jpg
Bluetooth technology is being increasingly used by retailers to communicate with their clients through mobile phones.
"With information overload, businesses have to find effective and guaranteed means to reach out to consumers," said Wael Watfa of Livewire, a company that offers Bluetooth marketing solutions. "The technology enables you to communicate with customers at large or with a specific target audience who can be as small as a couple of them or as large as a football stadium."
Livewire's system identifies mobile phone users within certain parameters and broadcasts messages tailored for a specific target audience.
"As soon as a consumer enters a defined area his mobile phone receives a message from a business and that can be about anything from a greeting to discounts in a specific section of an outlet."
The message does not download automatically to the phone – the customer is first told that they have a message waiting for them from the specific establishment or individual. The user must accept the request to receive the message. This may seem like a limitation – but Watfa says it works in the businessmen's favour.
"Most consumers get annoyed when they are inundated with unwanted SMS text messages. But with Bluetooth the request to accept the message wins the customer's confidence. Studies conducted by consumer groups back this up."
This innovative method of communication has many advantages over conventional means – in particular the fact that messages are restricted to target audiences makes it cost effective.
Messages land straight in the pockets and handbags of potential consumers, who can then forward the content as many times as they wish at no extra cost.
"Not only is this method cost-effective to execute and deliver, but changing content is cheap or even free as the client can alter messages or deliver new campaigns at no extra cost. Compare this with making new artwork for print ads or producing new TV commercials.
"Users of this technology say it is like electronically handing out leaflets on a street or other defined area – except the messages are environment-friendly and cost a fraction of the expense of producing printed material."
Bluetooth technology can be used in many different ways – text, pictures, music, animated images and videos can all be sent. It can also transmit Java content and the business cards of individuals and companies.
"This makes you stand out from the crowd," added Watfa. "The concept is novel enough to get the attention of consumers and this, combined with all the other major benefits, makes it the future of communications."
"With information overload, businesses have to find effective and guaranteed means to reach out to consumers," said Wael Watfa of Livewire, a company that offers Bluetooth marketing solutions. "The technology enables you to communicate with customers at large or with a specific target audience who can be as small as a couple of them or as large as a football stadium."
Livewire's system identifies mobile phone users within certain parameters and broadcasts messages tailored for a specific target audience.
"As soon as a consumer enters a defined area his mobile phone receives a message from a business and that can be about anything from a greeting to discounts in a specific section of an outlet."
The message does not download automatically to the phone – the customer is first told that they have a message waiting for them from the specific establishment or individual. The user must accept the request to receive the message. This may seem like a limitation – but Watfa says it works in the businessmen's favour.
"Most consumers get annoyed when they are inundated with unwanted SMS text messages. But with Bluetooth the request to accept the message wins the customer's confidence. Studies conducted by consumer groups back this up."
This innovative method of communication has many advantages over conventional means – in particular the fact that messages are restricted to target audiences makes it cost effective.
Messages land straight in the pockets and handbags of potential consumers, who can then forward the content as many times as they wish at no extra cost.
"Not only is this method cost-effective to execute and deliver, but changing content is cheap or even free as the client can alter messages or deliver new campaigns at no extra cost. Compare this with making new artwork for print ads or producing new TV commercials.
"Users of this technology say it is like electronically handing out leaflets on a street or other defined area – except the messages are environment-friendly and cost a fraction of the expense of producing printed material."
Bluetooth technology can be used in many different ways – text, pictures, music, animated images and videos can all be sent. It can also transmit Java content and the business cards of individuals and companies.
"This makes you stand out from the crowd," added Watfa. "The concept is novel enough to get the attention of consumers and this, combined with all the other major benefits, makes it the future of communications."