Bluetooth Marketing - Permission Based

When it comes to marketing, the fact that the mobile phone is so personal is both an enormous strength and weakness. With mobile penetration so high, it is a channel that enables access to the population. And mobile marketing has indeed proven to be a popular means of reaching out to clients, building brand awareness, creating loyalty and driving customers’ purchase decisions.
But brands are also well aware that whilst unsolicited contact by the mobile phone is generally viewed as a big no-no, even those who have opted-in to mobile marketing can easily receive a message at the wrong time and choose to remove permission forever.
Brands are confused - and consumers feel abused. After the time that has been spent acquainting themselves with the mobile platform, it is an unwelcome - albeit necessary - hurdle to overcome. “I think we have resolved the technology issues, now we are at a point when we just need to make sure we are doing the right thing for the customer,” says Laura Marriott, president of the Mobile Marketing Association (MMA).
According to Russell Buckley, a leading practitioner, speaker and commentator on mobile marketing, and chair of the MMA for EMEA, it’s all about building your databases so you have a targeted client list, which should mean a reduced drop-off rate. “The best way of doing this is asking ‘what can I say to my potential customers; why would they sign up with me?’ Once you have done that, you can start the conversation with the consumer and gain their trust and permission,” he says.
However, he does point out that you still have to make sure everything you say to them is still acceptable and welcome - otherwise they will withdraw permission, signalling the end of the relationship.
From mycustomer.com, written by Verity Gough
http://bluespotmedia.ning.com/