I read a lot of irate comment about Bluetooth spamming on the web. Obviously there are marketers who don't follow best practice for proximity marketing but still, nobody can send anything to my mobile via Bluetooth unless I choose to accept it. I can also choose to turn Bluetooth off altogether, as the majority of people do, so I would suggest that even attempting to spam mobile phones is a pretty pointless exercise.

When we employ proximity marketing as part of a campaign we put a lot of effort into encouraging users to download the content through posters, free standing graphics and other materials. People turn on their devices because they want to download the content. They get something out of it, whether it's a promotional code, free video clip or music file or competition entry. It's the exact opposite to spamming - and it works.

Used in this way proximity marketing is a fantastic tool. My problem with Bluetooth has nothing to do with spam. It's that traditionally it has been a push technology. As a user I can't choose the content I can only choose to accept it. That's why we've introduced Bloowire LIVE to our range of proximity marketing services. It's a brand new and unique technology that enables the user to choose the content they want when in range of a Bloowire transmitter.

It works by sending a small application to the users handsets. This can look and function like a scrollable menu of content and the user selects from this menu the content they would like to download. Once you start to think through the implications of this you realise that it's a very powerful tool indeed and it changes the whole landscape of proximity marketing.

If you'd like to talk through your proximity marketing requirements and see Bloowire in action call one of the team on 0161 214 5214.