Proximity Marketing Provides Immediate Results from Mobile Consumers

Author: Jeff Orr, Group Director, Consumer Research

Published: 16 Mar 2009

Marketers looking to reach mobile consumers may have doubts about the effectiveness of short code conversion or be waiting for accurate location-based marketing tools to emerge; however, a near-term opportunity exists across a large percentage of the mobile population. After cellular protocols for voice communication, Bluetooth is the most likely wireless connection available on mobile phones, but many brand owners and marketers are not aware of the immediacy and sophisticated campaigns possible using proximity technologies such as Bluetooth.

The full text of this Insight is available to subscribers of the Mobile Operator Strategies Research Service and the Wireless Connectivity Research Service and the Location Platforms and Enablers Research Service.

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