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Mobile marketing 101: Geographic targeting, bluespamming

Monday I wrote about smart-targeting based on geography and technologies like GPS and SMS. Customers, in that case, would have signed up, confirmed their opt-in and set their preferences for receiving messages.

The other form of geographic targeting is also proximity based (where you only get messages when you're in a physical range of the transceiver), but it's not specifically targeted to your device and you probably didn't ask for it. This is happening now where stores are using Bluetooth technology to push their messages to anyone who walks past. The term is 'bluespamming' or 'bluecasting'. (See this great post by Helen Keegan of Beep Marketing for her take.)

bluespam.png

For marketers, this is tempting because of its simplicity (set up a bluetooth server that constantly sends out your message to anyone who walks by), but it's as unethical as email spamming in the lack of user permission. The technology isn't the problem, it is the usage in this case. If marketers leveraged the smart-targeting example and asked permission this could be very successful and probably more cost effective to set up and manage.

Bluetooth has limited range, but for shops with a lot of pedestrian traffic nearby this could be a great model. This is sure to start popping up in the US now that Bluetooth is becoming standard issue on most phones, but it doesn't seem like a viable long-term solution to mobile marketing.

Past Mobile Marketing 101 posts:


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