Bluetooth is a limited area wireless radio technology that lets electronic devices to connect to each other. It has a range of 100 meters or more, depending on the type of device the company uses to send and receive data.
In Bluetooth marketing, the promotional content is transmitted to potential customers by using Bluetooth wireless technology. For doing this, a company needs to have a bluetooth transmitting device. By using this device, the company can send messages to the consumers' bluetooth- enabled mobiles. (Exhibit 1). Bluetooth marketing is also known as proximity marketing because if a consumer is using his bluetooth-enabled cell phone in the proximity of a marketing broadcast, he can then receive the broadcast data on his cell phone.
Wikipedia (http://en.wikipedia. org/wiki/Proximity_marketing) defines Bluetooth marketing or proximity marketing as "the localized wireless distribution of advertizing content associated with a particular place. Transmissions can be received by individuals in that location who wish to receive them and have the necessary equipment to do so." Laptop and Personal Digital Assistant (PDA) can also receive proximity marketing signals if they have bluetooth function. The average coverage area of proximity marketing is around 100 meters, which is increasing with progressive technological advancement. |
