When last did you get a Bluetooth message and what did you think?
Wait.. don't skip ahead. Think about it... Really.
...If what you got is a mixture of feelings and thoughts, well, you're about where most people are with Bluetooth.
In fact, even when this type of advertising media is discussed (even between active mobile marketing professionals in the field) you will find the most polarised opinions expressed about Bluetooth marketing. The haters call it Bluespam the supporters defend the permission based perspective most vociferously.
Are you a follower or hater?
Over the last decade we have seen the rise and fall of a number of companies in the Bluetooth media space. A web search will show many books on Bluetooth and its technological perspectives but almost no significant literature on proximity marketing.
Where are the facts?
In addition, you'll also note there's much difficulty in finding many reliable case studies and sources about successful Bluetooth campaigns and what matters most about any marketing campaign. The numbers. You'll find lots of 'case studies' out there that are just ...stories. Yes, you got that right.. they're made up!
In fact this was one of the driving factors behind this blog - I was new in the mobile marketing space and I had difficulty finding reliable sources and references for all sorts of mobile marketing campaigns - some companies just don't do well with sharing data, some others weren't happy with the results ( though I honestly don't know how any marketer would expect mobile as a medium to take their conversion rate from 5% to 50% ... that's a magic spell you're looking for mate, I meant to say dozens of times, not a marketing approach!).
In Proximity Marketing in particular, things are even worse. To date, there are still relatively few case studies (please please please prove me wrong and send me your case studies for publication here) and even less literature about the field.
A recently published book has changed all of that. “Mobile phones, Bluetooth and location based marketing” by Petros Kondos is a comprehensively detailed work.
Those of you already on LinkedIn might know Petros, as he's one of the top contributors in comments in the relevant groups. In fact, you might have thought he's trying to bury Bluetooth Proximity Marketing.
Well, as simply as it can be put, he's not.
Petros has put all of his experience from running a Proximity Marketing business, from 2004 till 2010, in this book that is rich information and opinion (or opinion and information) based on the extensive projects the launched across South Africa and other countries.
Petros really does pull no punches as to what worked what failed and why.
If you're in the field and you've always secretly wished (or casted complicated magic spells) to know another CEO's thoughts and experiences, well, here it is. This book is a must read for anyone in the location based business.
By now I'm sure you're thinking I'm blatantly trying to help him sell it, and to be honest, I would have. It's good, and it IS worth paying for. But I'm not! Petros has kindly offered the book to all you folks out there FOR FREE!
As a final point I'd like to thank Petros for sharing his experience with us all! All the more seeing as he's greek and any good news coming from a greek these days are all the more noteworthy!
Now... back to looking for a Prime Minister... Any CVs ??