The Bluetooth Enigma: Practicalities Impair Potential - Awareness is High. Can Usage Be Higher?

This article analyzes young people’s attitudes toward Bluetooth Proximity Marketing, their intention to use it, and the barriers that deter consumers from using this technology.

The Bluetooth Enigma: Practicalities Impair Potential Awareness is High. Can Usage Be Higher?

Antje Cockrill

Swansea University

Mark M. Goode

Cardiff School of Management

Amy White

Swansea University


The advent of a range of new and exciting technologies has facilitated the development of numerous new direct and mobile marketing strategies. The Mobile Marketing Association (MMA) has defined mobile marketing as a “set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network” (MMA, 2009). A prominent feature of mobile marketing is mobile-phone marketing, which refers...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands