"It is a technique that by means of instruments and specific methods transmits information and establishes contacts with individuals and structures placed in the immediate vicinity of the sender." (Alfredo Martinelli - AD NetKosmos) It is nothing but localized wireless distribution of advertising content associated with a particular place. The distribution can be done by traditional localized broadcast or specifically targeted to devices known in a particular area.
It
is one of the mediums used for proximity marketing. It is a short range wireless
system supported by mobile devices. The process involves setting up broadcasting
equipment at a location and then sending information which can be in any form
like text, audio, video, etc. to Bluetooth devices between the ranges of the broadcast
server.
In
recent years, many new approaches to brand marketing and management have been
devised due to the spread of technology and media. Earlier, brand marketing was
done in terms of the traditional AIDA (Attention, Interest, Desire and Action)
model and its result being repeat action and loyal. However, with the advent of
technology and usage of other tools like relationship database, CRM, etc. the
validity of the traditional model has been questioned. In order to create more
customer loyalty, one-to-one or individual marketing is largely followed. |
