Why you should use a quality Bluetooth marketing provider? (Part 2)
June 4, 2009 7 Comments
Following on from Part 1 of this post, I would now like to look at some more issues that separate quality Bluetooth marketing providers from budget ones.
More content types can be downloaded
Budget providers often offer the ability to send out only one type of content or a very limited set of content. Hypertag and other quality providers allow customers to run campaigns from the simple through to the very complex. Indeed, bespoke campaigns that have never been run before can be created from scratch to meet the exacting requirements of individual brands. That can’t be done with a budget system that only has a simple interface supplied on a CD. Delivering complex campaigns needs an advanced content server that underpins the system and the technical knowledge and understanding to know how best to deploy it.
Spending less
If you want to run a campaign with more than one Bluetooth content server (We call these ‘Hypertags’), it will often be cheaper to useh a quality supplier like Hypertag. Hypertag’s expertise lies in its internally-developed software. This software can be updated and campaigns managed remotely, which means as new features are added, you benefit straight away. As technology develops, you don’t have to buy another Bluetooth content server because the server can be upgraded with new features automatically. In essence you are future-proofing your investment.
Benchmarking
Hypertag has stored all the statistics from all of its campaigns it has run over the last seven years from around the world. This means it can advise you how to deploy the campaign for best success because it knows what works – and of course what doesn’t. A budget Bluetooth marketing provider will not have central usage monitoring and therefore each ‘campaign’ has to be deployed in isolation of every other one with no cross-over learning possible. What’s the point in saving a few pounds on the equipment if it’s going to be a wasted? Isn’t it better to use equipment where at least you will know whether your campaign was successful, and how you could improve it for next time?
Experience and advice
Plugging in a budget Bluetooth content server and hoping for the best is no way to achieve great results. If all you want to do is prove you can send content over Bluetooth, use a laptop. If you want to use a Bluetooth server to achieve a really effective campaign, you need to work with a quality provider. Frankly, the technology is the straightforward bit. The clever bit is in knowing how to use it to achieve the results you need.
Increase retail sales by 40%; Hypertag knows how to do it. Increase conversion through online sales by 40%; Hypertag knows how to do it. Want to pick up subscribers to your online news service; Hypertag knows how to do it. Want to build a database, activate your sponsorship, create some buzz; Hypertag knows how to use the technology and is able to advise you how to deploy the technology in your environment to have great results. It knows this because unlike many providers, it has direct involvement in every campaign meaning it learns what and doesn’t work from every campaign that runs on its servers. This leads to a dramatically shorter learning curve for you and less money spent to achieve the best results.
Service
The final reason you should consider a quality provider like Hypertag, is service. It’s all well and good buying your Budget Bluetooth box off the Internet, but what happens when it doesn’t quite work like you hoped? Who do you phone? Where do you go for help? Hypertag thinks that it’s important to have someone you could talk to – an expert who knows what they are doing. With Hypertag you have that 24/7 if you need it. No matter where in the world you are, what you are trying to do, if you can get to your phone, we are here to help.
Bluetooth marketing is new and it’s not as easy to achieve a successful campaign as you might think. If you want to make the best of your campaign, you are going to have questions, and you want someone to be available with answers that are relevant to you.
So what’s the bottom line?
If you have £75 ($100) and you want to prove content can be sent to a phone over Bluetooth, place that £75 back in your pocket, find a computer with Bluetooth and go for it.
If you want to really achieve success with a Bluetooth marketing campaign, pick up the phone, or reach for your computer, and get in touch with me (Jonathan), Elaine, Liz, Graham or anyone else at Hypertag and we can start to help you achieve great results from one of the most powerful and accountable marketing methods available today.
Of course you could also approach one of our quality competitors, but of course we hope that you don’t!
Jonathan Morgan
How do you stop abuse of the BT Proximity Marketing system by hijackers? If, for example, you were running a high footfall campaign, and you had signs saying “turn on your BT” etc., you’re going to invite the pranksters in.
So, for example, in a large retail store, what sort of flak are you going to get from the message recipients and the sponsor of the campaign?
Thanks.
That’s a good point.
There’s no chance that anyone could “take over” our tag because of our encryption technology, but someone could try and stand nearby and immitate it. That said, we can control the range and so the person would have to be standing pretty close, and would therefore probably look quite suspicious. And across the 500 campaigns we’ve run worldwide, I’ve never had reports of this happen.
I think if we did start to see occurrences of this, then we would have to modify our approach, but at the moment it doesn’t seem to represent a threat.
Jonathan, I’m not suggesting a ‘take over’. The reality of the situation as far as I see it, is that you can’t really try and sell this marketing tool to high profile retail outlets, because as soon as these pranksters see the “make your device discoverable” notice, it will spread around the snarfing community like wildfire and people ‘in store’ are going to get messages like “tie your shoelaces” which can appear to be coming from the campaign host. If you can tell me how to overcome this hurdle then I will buy into it immediately.
Yes, that’s another good point, and one that deserves to be responded to with more than just a comment. I’ll address this in a future post.
Well, a quick reply would be appreciated but alas, I’m guessing there is no way of preventing this abuse. The only way to do it is to acquire the BT ID of each device in person, sitting down together with the opt-in client, and white list it on the database. Which all defeats the object — you might as well opt them in to SMS. Jonathan SELL this to me. I am ready to buy!
Pingback: Why you should use a quality Bluetooth marketing provider? (Part 1) « Bluetooth Marketing Blog
I’ve created a post that talks about Bluetooth security issues that can be seen here:
http://mybluetoothmarketing.com/2009/06/23/concerned-with-bluetooth-marketing-security/