The Trafford Centre is trialling multimedia marketing to shoppers via their mobile devices. Using Bluetooth it allows operators to transmit or “ping” messages direct to potential customers’ phones, providing that they choose to receive them.
The system, run in partnership with Peel Advertising and Bluepod Media is being trialled at the moment after a successful run at Birmingham’s Bullring and may be extended to Liverpool John Lennon airport.
In addition to being a marketing tool, it also generates income for the provider by allowing third parties to advertise. In the shopping centres that could be anything from film and music clips to barcodes that can be swiped in-store for special offers.
“The major strengths of Bluetooth marketing are the measure-ability and the accountability. This means we can tell how many pings a particular advert gets and, via technologies like barcodes, whether those pings have translated into sales,” explains Jon Levenson, managing director of Peel Advertising Ltd.
“This is gold-dust for the marketeer. We send information to the mobile device of our willing shopper while they’re in shopping mode. That information is not only relevant to who they are, but also where they are.
‘This combination makes Bluetooth a powerful tool in the marketers armoury – and one that will see Bluetooth marketing become the biggest growth area in digital media for the next five years.’
So far they’ve sent a quarter of a million messages out to phones, with 70,000 people accepting the advertising.
The system was demonstrated two years ago at Manchester’s In the City music convention, where panellists at the Midland Hotel could receive information on conferences and bands direct to their media devices.
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