Bluetooth advertising: Latest form of wireless ads
With the growing competition in the consumer market, it becomes very important to reach the consumer and create a space in its mind. Wireless bluetooth advertising has emerged as one of the most convenient and cost effective ways of advertising.
IN AN era of globalisation, the business world has become a small village and the target customers of a company are widely spread around the world. Thus, promotion of your product/service requires a right media mix and selection of the most cost-effective media to deliver the desired number of exposures to the target audience. The traditional advertising vehicles like newspapers, television newsletters, brochures etc are no longer sufficient for the companies conducting both, national and international business.Today, when the most tech savvy generation is also a major influence on the decision making in the household, it becomes imperative for any advertisement to have a prominent visibility and more importantly, immediate connectivity. The extreme level of clutter not only of the products but also of the traditional media when coupled with the busy lifestyle of the consumer, it deprives the ads in the newspapers and television, of an effective attention of the target audience or the receiver. And this is where the wireless technology is playing its role as an important media vehicle today.
Apart from cellular SMSs, even the image or text ads were delivered to an user’s wireless mobile telephone that allowed users to respond by clicking or calling through which required GPRS. But the latest form of wireless advertising catching importance is the 'bluetooth advertising'. As self-explanatory, bluetooth advertising involves bluetooth wireless technology that is a short-range radio technology. This technology makes it possible to transmit signals over short distances between telephones, computers and other devices. Here, advertisements are delivered to mobile devices such as cellular phones and laptops. It not only facilitates data but also voice communication.
One of the best examples of a bluetooth and Wi-fi advertising was that of ‘blu-fi’ Zone created at Chinnaswamy Stadium, Bangalore (now Bengaluru) during Indian Premier League (IPL) 2008, where TELiBrahma partnered with Royal Challengers Bangalore and the cricket fans at the stadium were requested via messages displayed on huge LCD screens to activate their bluetooth in the stadium. On doing so, they received detailed content of the match. This bluetooth infrastructure also provided a unique opportunity for brands to have an extended presence in the IPL stadium by branding the mobile content and match linked information pushed to the handsets of the users at the stadium. Brands with national footprint like Royal Challengers, Blackberry and Canara Bank were some of the major brands who used the bluetooth infrastructure to maximise this advertising opportunity at the stadium.
But every new form of technology comes with its own flaws, wireless technology is no exception. In fact, one of the major concerns today in technology world, is the security risk better known as hacking. Other than the security risk, unwanted messages or advertisements can be irritating at times for the receiver. Also, in country like India other than the youth, majority of the mobile using population is still unaware of bluetooth and its uses which becomes another demerit. Moreover, a mobile user generally does not appreciate putting on the bluetooth to avoid their mobile being infected with a transfer of virus.
Despite of all such demerits, the speed at which the mobile advertising has caught up with people, the future of such advertisement technique seems really exciting. Wireless technology has emerged as a boon for the major brands and players of the market that are competing hard to reach the target audience and create a distinct image of their product/service cutting this clutter with a cost effective budget.
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.Nice article. Have seen this in lot more locaitons around the country and convinced about its usefulness
.Nicely written enumerating the advanatges and going to the flip side too, few people would
do the dirty job. Good. With the advent of technology this kind of advertising will sure prove
to be cost effective in the urban landscape.
Thank You so Much.
And definitely.. the faster it overcomes its demerits, more wonderful results this technology can produce which we wouldn't have even imagined of.
The days are not far when we will get a dicount e-coupon on our Mobiles/Car PDAs while driving across MC DOnalds. And the e-coupon will say :"If you visit MC Donalds in next 15 minutes, you will get 25% off "
Believe me, This can be the fastest tool of promotion in the coming years.
.Nicely written, enumerating not only the advantages, but also the disadvantages, well researched too. Such kind of advertising will surely prove to be cost effective and in the way the mobile-sets are increasing it will flood the urban landscape.
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