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The School of Mobile Vol. 2 - The Detail Chapter 3 - Mobile Technology and Solu�ons

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Proximity/Context Marke�ng
This is a type of marke�ng that is based on the use of a combina�on of hardware and so�ware that
broadcasts marke�ng and adver�sing messages to Bluetooth enabled phones (which is now the
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vast majority of handsets available on the market). Essen�ally content is entered and managed on
a laptop or PC and then sent to a server which is connected wirelessly to bluecas�ng ‘nodes’ which
then broadcast the content (in whatever form) out to the Bluetooth discoverable enabled handsets
for access and download.
There are a number of specific technology pla�orms to choose from that follow the basic
‘bluecas�ng’ architecture.
Described as a ‘digital sandwich board’, Bluetooth marke�ng has large poten�al for des�na�on
based marke�ng. The key to Bluetooth marke�ng being effec�ve is in delivering compelling content
and something of value to those with Bluetooth enabled phones.
It works like this: Customised and tailored mobile content is pushed to small Bluetooth servers
that are in constant scanning mode. The latest Bluetooth nodes can scan up to a kilometre but
depending on requirements it is possible to set up smaller zones to deliver targeted messages, for
example mul�ple Bluetooth zones at a tourist site, in an airport or in a large hotel.
When a user of a Bluetooth discoverable phone is iden�fied, the Bluecas�ng server sends a
message to the mobile phone, reques�ng permission ‘an opt-in’ to send mul�media content to
that phone. Assuming that users accept the message, they receive mul�media content and view it.
Analy�cs sit behind this to determine the effec�veness of such a campaign. Messages and content
can be changed on the fly at the back end.
Bluetooth Marke�ng in Ac�on
Proximity marke�ng technology could be used in a hotel to
offer special offers and drive ancillary sales. For example, a
thirsty customer strolls past a hotel lobby bar and comes
within range of the bluecas�ng node. A�er op�ng in, the
customer is offered a discount on oysters and champagne.
Or perhaps on the way back a�er a swim in the roof pool,
the customer walks past the day spa and is offered a special
offer on a hot stone massage.
Or at an airport, a tourism agency may install a Bluetooth
kiosk near a departure lounge that serves flights to a
par�cular des�na�on. The kiosk broadcasts informa�on and
offers packages for that loca�on or allows the download of a
des�na�on-focused mobile travel guide.
Diagram courtesy of PunchKick
This technology has become quite well established and can
Interac�ve be very cost-effec�ve.
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