The School of Mobile Vol. 2 - The Detail
So in essence, Bluetooth marke�ng allows you to deliver product/service informa�on, informa�ve/
entertaining content and special offer coupons and vouchers to a par�cular group of consumers at
a par�cular �me, in a par�cular place, given a par�cular context.
2D Barcodes for Marke�ng
2D barcodes are explained in detail here but essen�ally they are the successors to 1D barcodes that
are on every product scanned at points of sale. In this new form, they are able to hold much more
informa�on and can be used to deliver mobile coupons, link to your mobile website via pushing a
URL and allow you to �e your offline, online and mobile marke�ng ini�a�ves together.
Mobile Marke�ng Best Prac�ce
Courtesy of the Mobile Marke�ng Associa�on, whose primary focus is on
customer protec�on and privacy, there are some clear best prac�ces
when it comes to ensuring that your mobile marke�ng ini�a�ves achieve the
goals that you set for them while protec�ng the valuable customer and
respec�ng their right to privacy.
Below are the Mobile Marke�ng Associa�on guidelines to assuring a posi�ve consumer
experience:
• Choice: The consumer must “opt-in” to a mobile marke�ng program. Consumers have
a right to privacy and marketers must therefore gain approval from consumers before
content is sent, and include clear direc�ons on how to unsubscribe from communica�on
should it become unwanted.
• Control: Consumers should have control of when and how they receive marke�ng
messaging on the mobile phone and must be allowed to easily terminate or “opt-out” of
an unwanted program.
• Customisa�on: Data supplied by the consumer for marke�ng purposes should be used to
tailor such marke�ng to the interests of the consumer (e.g. restric�ng communica�ons to
those categories specifically requested by the consumer.). Targe�ng user consumer data
made available to the marketer helps to eliminate spam, making content as relevant and
useful to the consumer as possible.
• Considera�on: The consumer must receive or be offered something of perceived value in
return for receiving the communica�on (product and service enhancements, entry into
compe��ons etc.).
• Constraint: The marketer must effec�vely manage and limit mobile messaging programs
to a reasonable number of programs.
• Confiden�ality: Commitment to not sharing consumer informa�on with non-affiliated
third-par�es
Source: Mobile Marke�ng Associa�on, 2009
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