There’s a lot of excitement about using mobile phones as a marketing channel, and rightly so – the mobile phone offers an unparalleled chance to interact with consumers and target advertisements on an individual basis, as well as being able to offer promotional content that the consumer interacts with. However, if the marketing is done badly there will be a strong consumer backlash which will not only reduce the effectiveness of the channel but open the door to prescriptive regulation.
I’m not talking about Jamster-style problems that the industry is frantically trying to deal with through self-regulation, but actual advertising on mobile phones. Everyone started with the assumption that unsolicited SMS messages would be regarded as spam, but Bluetooth technology is creating even greater hassles.
Bluetooth offers some solutions to problems in mobile marketingâ
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