In light of this news today on MobileMarketer.com, it was serendipitous that this morning I also received images from Reuters’ display in New York City’s Times Square of our recent announcement of creating an iPhone application for Newser.
The article is about an iPhone application designed to promote Toyota’s new Prius as part of a broader product launch intended to take the third generation vehicle mainstream beyond its initial customer base. Although the app is interesting, I thought the details surrounding the mobile customer experience and target customer were equally so.
The connection to Times Square is a concession to the power of targeting the “out and about” consumer, but in this instance there’s a linkage between application users and the message:
“Using the application, people were able to draw on the Reuters Times Square digital billboard Oct.26-28.”
But why an iPhone as opposed to another platform or none at all? Although I am sure Toyota considered the platform’s demographics, the company also had data to support an iPhone application as opposed to other platforms; more than 60 percent of traffic to the company’s WAP (mobile optimized) website comes from iPhone users.
The WAP site itself is a centerpiece of the iPhone application’s promotional effort, which also includes interactive print magazine advertisements and the company’s Prius Facebook fan page.
Marketers planning product launches and other marketing programs who have the similar luxury of analyzing mobile web traffic and their sources would be wise to do the same to make more informed decisions when targeting the mobile customer experience.
Very interesting way to market on facebook. I also found a way to automate a couple very powerful methods of getting users. You can capture ID by groups or pages or wall posts with this program. Then once you have them you can do a friend blast to your logon or sudo profile. This by passes the captcha codes too. There is also a cool chat program that you can setup scripts and keyword to work with. This program, when I use it I can see a spike in my site traffic. It is sweet…
Andrew Brockert
Mar 2, 2010 @ 2:17 pm