In contrast, NFC CARD Bluetooth and Wi-Fi-based proximity marketing campaigns use a technology that is already standard on nearly all handsets to deliver an opt-in message directly to the device that consumers already use for most of their communications on the go. Consumers are not required to initiate the transmission; instead, a well-designed Bluetooth/Wi-Fi campaign sends a message to all consumers who came within a range as far away as 300 feet. Consumers who opt to receive the marketing message can do so by simply touching their device screen.
Bluetooth is a ubiquitous wireless data sharing tool pre-installed on practically all smartphones, and consumers are now used to using Wi-Fi in public places. Both technologies are familiar. Consumers generally consider that they can safely receive messages via Bluetooth and Wi-Fi without unwittingly transmitting private data. This familiarity gives Bluetooth and Wi-Fi a distinct advantage over competing technologies when it comes to proximity marketing.
So perhaps it’s not so wise to ask whether or not NFC will overtake Bluetooth and Wi-Fi — who says there can’t be multiple methods of conveying proximity marketing messages to consumers?
Among a number of combo cards methods to conveying messages — including print, radio and online ads, Bluetooth and Wi-Fi are particularly effective in the proximity marketing space, because they initiate communication via a tool — the smartphone — to which consumers reliably and voluntarily devote their attention. But since NFC brings a lot of conveniences and is getting more and more popular, there’s no reason enterprises can’t take an “all of the above” approach. After all, the key is to examine potential ROI and make the right decision.