Earlier this week, mobile industry body the Mobile Marketing Association published draft guidelines for Bluetooth marketing, with the aim of telling marketing firms how they can and can’t use Bluetooth to push ads and content to mobile users in public spaces. Although they’re not final yet, the guidelines are already causing a bit of a stir, because they seemingly contradict existing guidelines from the Direct Marketing Association. How? Well, it seems the MMA thinks it’s okay to push stuff to any handset that’s been left in discoverable Bluetooth mode, while the DMA thinks users should explicitly opt in before receiving anything. Still, this kind of debate is presumably why the MMA has published its guidelines for consultation – they won’t be finalised until later in the year. What are your views: are you happy to be pushed Bluetooth ads when, say, waiting for a train or having a coffee? Let us know by posting a comment.
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Bluetooth marketing has now progressed beyond just adverts for potential customers. Its being used in the UK by police forces for mssing person alerts and information purposes.
NextGen bluetooth marketing ( http://www.nextgenbluetoothmarketing.co.uk ) are leading the way with this crossover into the public sector.
Who knows where the bluetooth idea will spread to next
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