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DIGITAL MARKETING: True bluetooth

  'Special tree': One of
 IBM's innovative uses
 of Bluetooth
The use of Bluetooth broadcasting could present substantial marketing opportunities for business brands – even more so since it was removed from the list of communication media that requires opt-in permission. However, this has also opened the floodgates to heated debate about the nature of permission marketing, dividing the marketing community as to how this channel should best be used – if at all. For B2B marketers though, there may still be ways to use Bluetooth broadcasting to its best advantage, without fear of reprisal.

“Bluetooth technology works best at events, within a controlled environment, where there are field staff that can help customers to engage with the technology,” explains Chris Bourke of Aerodeon, an ad agency specializing in mobile communication. “So for B2B marketers, a trade fair or conference is an ideal place to use Bluetooth.”

For example, Microsoft used it at its recent Tech:Ed conference in Orlando to deliver daily podcasts on key Microsoft technologies and recaps of conference highlights, mobile wallpapers and discount vouchers to over 2,000 delegates. There were eight bluecast points around the floor inviting visitors to enable their Bluetooth to receive the content. There were very high-levels of opt in with some content achieving a 37% opt in rate. 3,200 devices were discovered and over 2,100 content items were delivered. New media agency Interdirect also used Bluetooth at Internet World, inviting visitors to their stand with the lure of a branded prize draw message to win a day at Champneys. “It gave us the chance to cast our net on an automatic basis,” says MD, Nicholas Mann.