Determining the opt-in standards for a mobile marketing campaign could mean the difference between success and being in violation of privacy standards to mobile device users. Fortunately, the DMA has published guidleines to follow.

George Assimakopoulos

Principal

Bluecasting seeks the signal of open Bluetooth devices set to the "discoverable" settings in order to cast an invitation to opt-in and receive content from advertisers. Marketers are already beginning to cast content from outdoor advertisements on buses, bus stops, posters, shops – the list is endless. Yet, does this mean that consumers with bluetooth-enabled phones that are visible can be bombarded with transmissions?

BlueCasting must follow standards for mobile marketing in order to be accepted as part of the digital mix. Today’s challenge for marketers is that there are a number of hurdles to this happening – chiefly legislation.  Bluecasting needs to be careful not to breech the Privacy Directive that states that people walking within 8 meters of the poster can receive messages with the option of blocking them. This means that the invite to the person’s device needs to ask the user to “pair” to the advertisement before any messaging is received. Some critics believe that a consumer having Bluetooth enabled on their phone does not equate to them giving their permission to receive marketing messages. But for now…this is the adaptable standard.

The Direct Marketing Association has published guidelines on marketing via Bluetooth and raises the issue of acceptable initial opt-in procedures. To view these guidelines – click here. Pay close attention to sections 2.5.2 and 3.9.3.