Proximity or Bluetooth marketing is a means by which brands can deliver branded content to the mobile phones of their target audience based on an individual’s proximity to a physical location using technologies like Bluetooth and infrared and an expressed preference or interest from the individual (Wikipedia overview).

The resulting brand experience can be very memorable, is free to consumers and is totally accountable for the brand. Proximity marketing is alternatively called Bluetooth marketing, a term which has arisen from the widespread use of Bluetooth-only mobile connectivity platforms to deliver content and location-based content to mobile phones. However, this is now considered to be a too narrow definition with the rapid changes of technologies afoot in the mobile phone world.

Proximity marketing techniques can also be applied in a variety of markets including visitor attraction enhancement.

How does proximity or Bluetooth marketing work?

A consumer sees a visual stimulus, such as a promoter wearing a proximity marketing device, for example, a Wearable Hypertag, or a embedded Standalone Hypertag in a poster or object, and the promoter or poster instructions invite the consumer to interact, using their mobile phone.

By switching on the Bluetooth or infrared functionality of the mobile phone, consumers can download free mobile content such as videos, wallpapers, ringtones, Java applications and more from a Hypertag. The mobile content downloaded can be adapted to the cell phone’s display and capabilities, so that consumers have a ‘good experience’ of the brand so long as the device being used is able to detect the consumer’s handset type. Handset model detection is also important in order to determine the appropriate type of content to send to the phone depending on its capabilities.

Proximity or Bluetooth content servers like a Hypertag do not rely on the mobile phone network to download content, indeed some work independently of any type of network or power supply (other than batteries) and therefore can be used anywhere. including in the middle of a field at a music festival. This means that the devices can be located where the target audience is most likely to be receptive.

In reality, while some high-profile campaigns have taken place using poster-based devices, more imaginative brands are taking the technology to their audience on the beach, in nightclubs and bars, and at music festivals using wearable Hypertags. Use of proximity mobile content delivery devices at outdoor events brings a completely new dimension to this type of experience-based marketing.

The power of technology to provide a flexible and fully accountable brand experience is enhanced by combining its use with good project management on the ground. There are no limits as to where proximity or Bluetooth marketing can be used. The combination of fixed and mobile solutions can provide the service anywhere it is required. Some providers only offer fixed technology but the real value comes from the mobile offering which, when used at events, can generate some astonishing results which the world’s top brands are very happy with.

Photos: United Independent Pictures promotion running in twenty London bars