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The
forum addressed the advertisers' various
needs and discussed how Bluetooth can help
them reach out to a select group of consumers.
Calling for an association between technology
and marketing professionals, Maloo said
that the challenges of mobile ads can be
summarised as follows: lack of knowledge
of mobile media; fear of the unknown; too
many options within one media; varied pricing/costing/ROI
benchmarks, and technology geeks' inability
to understand advertisers' needs. He also
added that non-stop new and upgraded technology
creates confusion for advertisers.
In
his presentation, TELiBrahma CEO Suresh
Narasimha outlined the rationale for using
Bluetooth in advertising. "For one
thing, content management is definitely
the most viable use of Bluetooth. Since
Bluetooth marketing is interactive and can
be conducted in regional languages, with
the help of a Bluetooth terminal, advertisers
can transmit rich media promos to users'
mobiles at zero cost and build a community
around a brand," said Narasimha. He
also added that the response to Bluetooth
marketing in India is "staggering."
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