What are the keys to successfully marketing and brand building via Bluetooth Marketing?

> Quality of content: This is a critical piece, and it has often meant the difference between being highly successful or highly un-successful in this medium. “The key for companies will be finding ways to make video relevant to consumers in a variety of settings, said Jimmy Schaeffler, a media analyst with Carmel Group,” noted an Atlanta Journal-Constitution article in January of this year. “’With a captive audience, we want to make sure the content isn’t boring or irrelevant,’ said Dave Titchenal, Principal of emebaVet,” noted an NEC company press release from November 2007.
Much like with traditional media networks, the content carried on a Bluetooth Marketing network must be interesting and entertaining; it must carry high production values and be well written; and – most importantly – it must not be a glorified infomercial. As a marketer, you should ask what content is actually carried on the network you’re planning to advertise on.
> Interactivity of the consumer experience: Bluetooth Marketing is more than just digital billboards, and – in fact – I want to make a point of distinction here. We are not talking about static digital billboards; we are talking about interactive, content-driven media networks. And the point of the targeted and informative content is to engage the consumer, as with both traditional television and Internet marketing. Emerging solutions extend beyond just a digital screen and include Wi-Fi or Bluetooth access to additional information, as well as kiosks that extend the points of interaction with the consumer. A key feature of many networks, including those from Captivate and the WSJ Office Network, is building information. As a marketer, you should ask about the details of how the network you’re advertising on engages with its consumer.
> Non-redundancy with existing marketing communication – i.e., value-add: There is no question that as a marketer it is valuable to tap new media channels as they emerge, but before investing in a place-based media campaign, it’s important to know what you’re getting. Ideally, place-based media gives you a unique opportunity to engage with your customers in a specific place, at a specific moment in time … and ideally at a specific decision point. So place-based media can bring you brand influence at a critical moment. But are you depending on place-based media to do what you’re already doing via other channels? Specifically, is it an attempt at some sort of ‘ill-defined’ awareness campaign? I might think twice. As a marketer, you should ask what strategic role your place-based media campaign plays in your overarching and concerted effort to get consumers’ attention, engage with them and get them to buy!
> Thoughtful metrics: Once you have a clear idea of what you want to accomplish with your place-based media campaign, it’s important to have a clear idea of how you are going to measure its success. The industry is in the process of establishing tracking standards, and Nielsen, a member of OVAB, recently announced a new service for measuring place-based media viewership. The key is to figure out what is ‘success’ for your campaign and establish an effective way to measure against that success.
Source: Propelling Brands, Adam Needles
http://bluespotmedia.ning.com/