EnMobile

If you're new here, you may want to subscribe to my RSS feed. Thanks for visiting!

Snapworx, a company based in the Philippines, is taking advantage of Bluetooth technology by creating “Bluezones” in local supermarkets. While still in its experimental stages, this new trend towards Bluetooth marketing may be the future of mobile advertising.

The Snapworx formula embraces mobile phones that come equipped with Bluetooth technology. Arthur Policarpio, Snapworx chief executive officer, believes that Bluetooth marketing will enable more customer-brand interaction. Policarpio says, “It’s one means of distributing content [to a mobile phone] and driving sales for a specific store in a specific location.”

So how does this work? “Bluetooth technology allows devices to communicate with each other over short distances using a standard radio frequency.” Therefore, when Snapworx sets up these so-called “Bluezones” within a supermarket, a customer’s mobile phone is then able to communicate with the in-store digital displays. The content received from these digital displays could include things like ring tones, mobile games, electronic coupons, mobile videos, and much more.

Although Snapworx is a pioneer in its field, in many respects, their work shows how creative and interactive mobile marketing can be. While SMS campaigns have proven successful, the future of mobile marketing will center on wireless technologies like Bluetooth.

Mobile marketing, as an industry, prides itself on its ability to generate customer interaction and satisfaction like no other advertising vehicle can. In order to continue this trend, mobile marketers will have to embrace the latest technological crazes and creatively incorporate them into an overall mobile campaign. Bluetooth technology is just the beginning.

While the outcome of Snapworx’s experiment is yet to be determined, it seems as though Bluetooth marketing has a promising future. Not only does Bluetooth technology enable customer interaction and location based marketing, it is also available on almost every new cell phone sold throughout the world. This is a point that should not be overlooked as the high penetration rate of Bluetooth capabilities makes it an ideal way to market to the masses.

As we continue to discover, mobile marketing offers a variety of advertising platforms that embrace the newest technologies. Only time, however, will tell if Bluetooth marketing will change the face of the marketing world.

For more on Snapworx and Bluetooth marketing please visit:
Bluetooth

Share This

Mantic Point recently released a case study that reveals the success of a mobile campaign done in Bristol International Airport’s Tax and Duty Free store. The SMS campaign, which offered travelers £5 any £35 purchase, was analyzed and adjusted weekly to maximize return on investment, resulting in an overall 10.5% redemption rate.

The most significant result of the campaign, however, was that passengers who redeemed the mobile coupon spent on average over 50% more than other customers. An additional campaign allowed travelers to receive SMS updates and reminders about their flight through easyJetText, the Mantic Point mobile service.

Mantic Point, headquartered in Leeds, England, operates a mobile concierge service for the travel industry. They focus on the the time sensitivity and importance of location in their campaigns. easyJetText is a white-label version of Mantic Point’s StreamThru mobile service.

Bristol International Airport is one of the UK’s fastest growing airports, and 7 million travelers are expected to pass through this year alone. They turned to Mantic Point to help promote the extension and refurbishment of their Tax and Duty Free store, now 50% larger than it was in the past.

The results of this campaign prove that mobile is an ideal way to reach consumers while they’re on-the-go while increasing profits for clients, and that mobile marketing isn’t going away any time soon.

For more information, visit:

Airlines

Share This

Republican presidential candidate John McCain has recently admitted that he does not know how to use the Internet, let alone a personal computer.

His campaign website, however, allows supporters to stay informed about McCain’s progress through Myspace, Facebook, and YouTube. Meanwhile, Barack Obama’s social campaign invites followers to track him through nearly 20 networking sites, including Twitter, Flickr, and Digg. While McCain has fewer than 200,000 friends on Facebook, Barack has over a million, demonstrating a significant following from the 18-24 age demographic.

While McCain’s campaign has disregarded the concept of mobile marketing, Obama’s has flourished. At www.barackobama.com/mobilev2/, users can download wallpapers, ringtones and opt-in to receive campaign updates. By texting the keyword GO to OBAMA (62262), mobile phone users can expect periodic updates from the campaign as well as advance notice about local events and rallies. Heavier text-users can text FOLLOW BARACKOBAMA to receive constant updates. Supporters can even receive updates about specific issues by texting HEALTH, EDUCATION, IRAQ, JOBS, or REFORM to the shortcode.

The simple and highly effective campaign earned the 2008 Golden Dot Award for Best Mobile/Text Messaging Campaign at the annual Politics Online conference this March.

This presidential race has certainly ushered in a new wave of marketing — one focusing on “pull” strategies rather than a “push” strategy, where supporters choose to receive information personally rather than having ads forched upon them. And in an era where mobile and social marketing are becoming increasingly more relevant and important, our presidential candidates shouldn’t neglect to notice the impact they could have by effectively utilizing these new tools of the trade.

Visit barackobama.com and johnmccain.com to find out more about each candidate’s campaigns.

Share This