Proximity Marketing Audit, Raising The Bar!

Bluepod Media have run the first ABCe audited campaign and attained 2 star accreditation. This audit was performed to industry standards and metrics agreed by JICWEBS. The Proximity Marketing (also known as Bluetooth Marketing) campaign was measured against 3 key metrics:

1. Unique Bluetooth devices
2. Bluetooth downloads
3. Exposed Bluetooth devices

These three measurements are key and all Proximity Marketing suppliers must guarantee these to be accurate for every campaign they run. However does this limited set of metrics go far enough when auditing a Proximity Marketing campaign?

It’s fair to say that Proximity Marketing poses many challenges and in order to assess the quality of any Proximity Marketing campaign a far more in depth analysis is required.

Quality Bluetooth Marketing providers, like Hypertag among others, always consider the following additional metrics:

1. Pre campaign traffic: A measure of the amount Bluetooth traffic before a campaign goes live.
2. Pick up time: How long does it take for a handset to be offered content?  With a badly implemented solution this may be in the order of minutes in an environment such as a packed crowd at a football match.
3. Download time: How long does it take to download the content? Hypertag believes that a campaign experience that lasts longer than 30 seconds per download leads to a bad user experience, especially as many mobile phones do not provide a progress bar.
4. Handset compatability: What percentage of handsets that receive content (if running a campaign distributing mobile phone applications)  are handsets that do not support the applications received?
5. Range: If a 5m range was desired, within a defined deviation was this achieved?
6. Overlap: Within an environment such as retail, did the campaign overlap into adjacent retail spaces?

In conclusion, the ABCe audit metrics are a real step forward, but Hypertag believes that additional work is required to raise the bar to a level where the Proximity Marketing industry can be confident that they ensure quality campaign delivery.