Ilang taon na ang nakalilipas nang tumama ang Bluetooth sa merkado, nagkaroon ng buzz sa industriya ng advertising. Gaano kahusay ang pagkakaroon ng ad jump sa iyong telepono kapag nasa malapit ka ng produkto, serbisyo o negosyo? Nakikita ko ang mga advertiser na naglalaway ngayon!
Ito ay isang imahe na nakita ko Portfolio’s site na nagpapaliwanag ng proseso.
As someone comes within the proximity of an advertising spot, a users’ Bluetooth-enabled cell phone pops up a message for an ad.
No wonder Advertisers are salivating over it – you have the four P’s of marketing all in one: product, price, promotion and place! IMHO, you’re missing the new and most important ‘P’ of marketing, though… Permission!
Ang bilang ng mga patalastas na nakikita ng average na Amerikano sa araw-araw na batayan ay sumabog sa isang napakalaki 3,000 na mensahe sa isang araw. So many, in fact, that we’ve added verbiage to our dictionary for unwanted messaging – starting with email and now widely accepted as any intrusive advertising – SPAM.
Ang mga Amerikano ay may sakit at pagod. Pinilit namin ang aming gobyerno na gumawa ng isang bagay tungkol dito, lumilikha ng Huwag Tumawag sa Registry at ang CAN-SPAM Kumilos ka na hindi ginustong email. Ang CAN-SPAM na gawa, ironically, ay simpleng nagawa madali ang pag-spam mula sa mga spammer at mas mahihigpit sa mga emailer na nakabatay sa pahintulot.
Stop emailing me! Stop calling me at dinner! Stop! If I want your product or service, I will find you! I’ll look you up online. I’ll ask my friends for recommendations. I’ll read blog posts about you.
Ang marketing sa Bluetooth ay umunlad. Si Michael Katz ay nagsulat ng parirala, Adverjacking, describing the practice of your competition hitting you up with a competitive message while you’re in the proximity of the competition. Ouch! Imagine buying a car and getting a message via Bluetooth from the dealership next door telling to you to come over immediately for $500 cash!
Advertising is a lot like a virus (in more ways than one!). As a consumer is exposed to a virus more and more, their ability to resist that virus increases until they are eventually oblivious to it. As advertising gets more pushy, consumers become more resistant to them. Keep going after more intrusive advertising techniques and you’re only going to hurt yourself – and the industry.
Why would people do it then? Because it works! For 1,000 people that you can send the message for $500, 5 might respond. The ROI on that for simply pushing a Bluetooth message is in the thousands of percent. And the folks you really anger weren’t going to buy from you anyways, so who cares?
Ang problema ay ito ay ang pananaw na pagmemerkado na panandaliang matapos ang madalian na mga resulta nang walang pangmatagalang diskarte. Ang pinsala na iyong ginagawa ay mahirap sukatin sapagkat nakakaapekto lamang ito sa mga resulta nang mas malayo sa kalsada. Sa pamamagitan ng pagkatapos, ang iyong VP ng Marketing o Advertising ay maaaring matagal na nawala at pagsuso ng kanilang susunod na negosyo sa ilalim.
The bottom line is that if you don’t give the fifth ‘P’ – Permission – some attention, you’re more apt to do major damage to your long-term marketing. In other words, just because you can use a push technology such as this, doesn’t mean you should.
I’ll even go all out and say that this is the type of advertising that evolved from the technology, and not vice-versa. The founders of Bluetooth weren’t sitting around one day and saying, “Man, I wish there were a way we could push advertising to a cell phone as the person walks by!”.