A lot of people today ask me if Bluetooth Marketing is legal, as people claim it can be considered as ‘Bluespam’ and annoying.
We all know that some marketing approaches, though legal, can be extremely annoying. In the case of Bluetooth marketing especially, where the consumer is required to ‘opt-in’, we must take special care to ensure they have good reason too, otherwise the campaign is destined to fail miserably.
Bluetooth marketing is not just about broadcasting an image on to the passers-by mobile phones. It has a lot to do about the content of the message (be it video, image, audio, etc.) and the value the recipient of your message gets from receiving your message.
For example, just sending out your logo via Bluetooth to anyone passing by your shop, might seem like a good way to increase awareness and brand recognition, but things are not always like that. What you need is to provide some true value-added services to your customers. Give them some reason to want to interact your proximity marketing service.
‘Is it legal?’, you ask. The guidelines say it is. This is an evolving area of both legislation, technology and marketing. We endeavor to provide the best experience possible to consumers through well managed campaigns.
Best Practice in UK and International territories
Our view is that as the OBEXsender push client is part of the Bluetooth Standard that by turning Bluetooth on and making yourself open to receive connections, you are not opting in, but open to communication. When a message is ignored it disappear from a phone without leaving a footprint, when it is declined our systems do not allow that phone to be contacted again only if a Bluetooth phone is enabled, with visible to others switched on and then a request accepted is the message transferred.
Click on the links below to download officially released documents which contain a code of conduct for mobile marketers.
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