Teacup

With my recent interest in smart phone technology, I thought it was about time I explored how to make myself more mobile-saavy.

Thanks to the help of the developers at Crowd Favorite, my blog Teacup is now fully mobilisized so you can view it anywhere, anytime.

Along with making your reading experience easier on many of the current smartphones (iPhone, Blackberry, Nokia phones), I can pleasantly surprised to say that you can also enjoy your marketing gospel on your Wii, Playstation Portable and the HipTop along with various others.

If you have a phone or gaming devise with internet access, please do give it a test run by visiting the normal blog URL at:

www.teacup.topstitched.com.au

The site will automatically detect your browser type and switch viewing modes accordingly. Although I am still figuring out how to improve functionality of my mobile website, feedback and suggestions (good or bad) are all welcome!

After holding back from all hype for so long, I finally decided to treat myself to a new iPhone. After all, what kind of marketer would I be if I did not know the benefits (and downsides) of this latest trend first hand?

Although I will leave it up to you to make up your own mind about the iPhone itself given that there are many new high tech gadgets emerging with similar features, what I do want to explore is this move towards mobile marketing. Many would think that mobile marketing is simply limited to text message campaigns. But as I’ve discovered with the iPhone, there is a complete new level of engagement with companies being able to stay connected to their customers where ever they go.

What are Smart Phones?

With the new generation of Smart Phones, not only do they have the traditional mobile phone functions of calling, texting, photo messaging and video calling (yes, they are traditional now or at least becoming), with access to wireless internet connection, the smart phones will enable you to check emails, send files, edit documents, browse the web, purchase and use custom build mobile applications, instant message, update your social networks (Facebook, MySpace, Twitter), and more! As consumers gradually switch over to Smart Phones whether by choice or simply for the need to upgrade their phones, they are becoming very mobile, very fast.

Mobile customers want utility

Mobile Marketer Amy Mischler says “your mobile customers are very different from your regular day-to-day customers. Users are really interested in useful sites – they want utility. You don’t have a lot of time and your devices are limited. You need access to information quickly and you want access to things that will simply help you manage your life better.” This may include things as simple as making a reservation, checking-in to your flights or something that helps you fulfil a business transaction.

Mobile media enables you to interact with your client almost 24/7

“While it may not have the same reach as broadcast or online media, with mobile marketing, once you have connected with the customer, you have an opportunity to really interact with them and create a dialogue literally almost 24/7.”

You need to make the content relevant to the way people use mobiles

Michael Becker, Managing Director of iLoop Mobile, says although mobile media provides many benefits, you must be conscious of the amount of information you give to the consumer. Many businesses replicate their entire online website onto a mobile phone, says Michael. “That’s absolutely the wrong thing to do. Think about what it is your customer needs and what sort of value they are looking for.” In that context, make the right content available to them in the easiest possible way to access, he says.

How is the fashion industry using mobile marketing?

In the fashion and beauty industry, although we are not renowned for being the most technologically innovative, there are companies that are making some great process in moving into the mobile media market. I’d like to share with you some of my finds for the iPhone on how fashion, beauty and luxury industries are making use of mobile marketing:

ShopSaavy

This application allows you to scan the barcode of any product and it will give you a list of both online and local retailers that stock your product as well as their contact details and prices so you can compare. You can send the details of the new location to a friend or get directions on how to get their via Google Maps. If it’s an online shop, it also gives you a link so you can go their directly and buy the product.

Style.com

Style.com’s application gives you a comprehensive guide to the latest runway shows. You can view information about the designers, their collections and see close ups of each individual outfit from their show as well as being able to watch fashion videos, access their ‘Style File’ blog and participate on their ‘Look of the Day’ polls.

Victoria’s Secret

Victoria’s Secret application gives you all the information you want about the Angels, show coverage, back stage photos, videos and special events. You can also participate in their search for new models and vote for your favourite upcoming Angels.

Tote

Tote showcases clothes and accessories from a variety of shops in a gallery style. Users can save their favourite items into their Wishlist and be notified when there are price discounts or special offers available for those particular products from the selection of shops.

Coach

Coach’s new iPhone application is just in time for the holiday season helping you find gifts for your loved ones by answering a few questions (all Coach gifts of course). Once you have found the perfect gift, the app will direct you to the nearest Coach store to make your final purchase. Although this is similar to their ‘Gift Finder’ online, it certainly is a step up from simply offering a product catalogue.

Out of over 100,000 mobile apps, only 20% are actively being used. How do you stand out?

The mobile media is no small market. In fact, Apple was proud to announce that just this October, the iPhone App Store reached a grand 100,000 approved apps mark. But don’t think it is easy creating a success story in seconds. Like any media, the mobile medium is already becoming increasingly competitive. According to research from Appsfire Application developers, only 20% of applications are actively being used. When there are so many choices available to consumers, what will make your brand stand out?

I’d like to finish off with a video of a brand that did stand out for me for the Verizon Droid Smart Phone. The makers of the video has thought about what differentiates them from their competitors, what messages are relevant to their target market and how best to communicate it. And, it’s entertaining to watch.

Further Reading

iPhone Application Marketing: What every developer needs to know

iPhone Application Marketing: Reviewing current websites

The Future of the Mobile Web

What apps would you like to see in the future? What features can companies in the fashion, beauty and luxury markets use to offer value to their customers through mobile marketing?