June 4, 2009
by Jonathan Morgan
Following on from Part 1 of this post, I would 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, it will often be cheaper to run with 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
Like some other quality providers, 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 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 will be 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 system 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 Bluetooth marketing, pick up the phone, or reach for your computer, and get in touch with me (Jonathan), Elaine, Francesca, Elliot, 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 approach one of our quality competitors, but of course we hope that you don’t!
Jonathan Morgan
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
Hypertag was at Mobile World Congress between 14th – 18th February 2010.
I read this 
I learnt a new phrase the other day – non linear advertising – apparently that’s what Proximity Marketing is. New ways of getting to consumers that sit outside traditional advertising methods.
A local Cambridge business, 
Over the last few weeks, I have increasingly heard about Proximity Marketing (Bluetooth Marketing) providers offering customers one-off deals for Proximity Marketing solutions. The typical scenario is a company looking to use proximity marketing, they just want to buy the equipment and not have any further contact with the provider once they’ve bought the equipment. This sounds enticingly good, but here are a few realities about how quality Proximity Marketing systems work if you are to have a good experience:
A few weekends ago I was in the Peak District enjoying the summer weather. We decided to walk through Lathkill Dale from Over Haddon to Monyash as the weather was hot, and we heard the orchids were out.
At Lathkill Dale, Hypertags powered either by ultra long life batteries or a solar panel (in the case of a single Hypertag) allow the walker to download the information to their phone as they walk past five points of interest.
I would like to take head on a question I am asked or overhear being asked nearly every week:
