Why should I care about Bluetooth Marketing?

> Being present at the ‘first moment of truth’: I recently attended a session where P&G presented on ethnography in shopper marketing. What was intriguing is their description and conceptualisation of this idea of the first moment of truth – i.e., the point in the store when a branded product either gets chosen by a consumer (going in that consumer’s shopping cart) or gets left on the shelf. What is interesting about place-based media is the potential – as a marketer – to be there at a consumer’s first moment of truth. And this is not limited to retail. It could mean reaching a consumer in a doctor’s waiting area as (s)he is considering a course of medical treatment; it also could mean connecting with a business leader in an elevator on the way to an important meeting with information that shapes his/her next decision. The key is being there – at the right place, right time. Bluetooth Marketing/Place-based media provides that unique advantage.

> Placing your brand in context: Closely related to the last point is the adjacent opportunity to ensure that your product or service is presented in the context of content that helps a consumer make a smarter decision. Good place-based media has good content, and that content can frame decision making. It also can help associate your brand with providing information that is informative and entertaining. Either way, it is the contextual alignment that supports your brand message and image.

> Delivering consumer-marketing focus: The final point, which I won’t elaborate on as it is pretty obvious, is that by being in the right place, right time and by knowing who a network is targeting, you get a resultant level of consumer-marketing focus that is pretty impressive.
Source: Propelling Brands, Adam Needles

http://bluespotmedia.ning.com/