Some marketers know that one component to add into a mobile marketing plan is the creation of a mobile app to run on devices like iPhones, Blackberrys, Palm phones, or Android equipped phones. Having an app is just one way to give a consumer increased access to a company’s services as well as increase a company’s brand recognition. According to studies, apps are also in high demand by consumers. Nielson reported that in the second quarter of 2009, there were 40 million app downloads and the industry as a whole has had approximately 3 billion downloads altogether. Looking at this surge of use, where is the app for your company?

MyFord Touch

After asking that, my next question is what happens to your app and mobile marketing plan when technology shakes things up again? Ford did this earlier this week at the 2010 CES. They announced that the next generation of SYNC and their new MyFord  Touch or MyLincoln Touch technology would allow mobile apps running the new SYNC API to be used by the system. As a quick backgrounder, SYNC allows drivers to use voice control access different services and features such as navigation, traffic, and hands-free calling by the system tapping into driver’s smartphone. With the upgrade of SYNC and the addition of MyFord Touch and MyLincoln Touch, a driver’s favorite apps that are equipped with the SYNC API are now able to enjoy the same hands-free control. The first apps to take advantage of this are Pandora, Stitcher, and OpenBeak. That’s right, Internet radio and Twitter right in your car via voice-control while you’re driving.

MyFord Touch and Pandora

So now I ask, how does this change your app strategy? Knowing that a mobile user would be able to use your app safely while driving around, would you create something for this? As a grocery store, would you create a SYNC enabled app that allows a customer to create a shopping list while they drove to your store? As an electronics store, would you create an app that allowed them to compare the different specs on TVs while they headed over to get one? For language training software, would you create an app that allows a customer to access all of their lessons during their morning commute? The possibilities are literally limitless for application of this technology. The question, though, is what are you going to do with it and your mobile marketing campaign?

In case you would like to view more information about the new SYNC API, the video below is a portion of the 2010 CES Keynote presentation where Ford introduces it.

Full disclosure: While Internet marketing and social media are his hobbies and potential future career field, Brad currently works for Ford as the Video Coordinator for Employee Communications, Broadcast Operations, and Public Affairs.

According to a new report released by Nielson, the use of the web on mobile devices grew to 56.9 million people in July 2009 which is a 34% increase over July of 2008. So the biggest question becomes, is your site set up to attract any of these users? Or will frustration drive them away?

A few weeks ago, my wife and I were on a “date night” at one of our favorite local hangouts, Buffalo Wild Wings. It was a Thursday night, so all the TVs were tuned in to ESPN’s Thursday night college football game. I can’t recall what teams were playing, but I do remember it being a fairly close game and most of the other customers in the restaurant were fairly into it. With about 4-5 minutes left in the game, I witnessed something that really got me thinking about advertising on and optimizing for mobile devices. For some reason, the satellite feed coming into the restaurant for that channel suddenly went black and all the people watching gasped as the game was almost over. It was then, as if I were watching some sort of synchronized sporting event, at least one person at every table immediately pulled out their cell phone and navigated to a site that would keep them updated on the plays and the score. About 30 seconds later, the satellite feed came back and most of the  same people instantly put down their phones while some remained on them. I sat there amazed at what I had just seen. In a small timeframe, approximately 50-60 people, without a second thought, pulled out their phone searching for information. What a great time that would have been to be a scoreboard advertiser on ESPN’s mobile site.

Man with mobile phone

This event really got me thinking about mobile advertising and looking at how many companies had websites that we’re setup to be fully, or at least partial, functional on mobile devices. According to a recent Nielsen Norman Group report, mobile internet users trying to navigate a ‘full site’ on their mobile device only had a 53% chance of completing a task. That’s right, 53%! This task could be looking for information, purchasing a product, signing up for a service, etc. For sites that did have a mobile version, the success rate went up to 64%. This tells us that even though consumers may be able to use a mobile version of the site, it isn’t functional enough for them to do the tasks you are looking to have them do.

With almost 57 million people, and drastically growing, using their mobile devices to access the web, what are you doing to ensure that your current and potential customers are able to complete tasks on your site and increase your conversion rate? Will your success rate be more than 64%?

When you look at the fact that, according to CTIA 2009 statistics, there are 270 million mobile subscribers in the US, it becomes a very important thing for a digital marketer to figure out how to utilize this to get a company’s message and brand out to targeted consumers. I haven’t seen too many companies using mobile marketing, outside of apps for things like the iPhone, or at least doing it very well. This past weekend, however, I was pleasantly surprised by Best Buy.

Best Buy store exterior

My wife and I finally decided to make the leap (its about time) to upgrade my trusty old tube-based television to a flat-screen TV. Being in media, I’ve reasearched these ever since I saw the first one back in college about 7 years ago (which happened to be at a Best Buy and it was on sale for $10,999). So I went into the store knowing exactly what technology I needed to look for and what was good and what was bad. Once there, though, I wished I still had my computer and internet infront of me. The selection came down between two TVs and I was really torn. That’s when I noticed some small print on the price tag.

Best Buy price tag

It is hard to read in this image (my phone is another thing that needs to be replaced), but below the price information it said to send a text message to a specific number to receive detailed specs and reviews. I’m not typically the type to send text messages to random numbers, but a review sounded just like what I needed to make my decision. After sending the text, I received a response back a minute later with the make and model of the television followed by a link. This link took me to a mobile-optimized page on Best Buy’s website with the product information and a listing of all the reviews from the website. I was amazed! The text message also gave instructions to text back HELP if I wanted more information or to talk to a customer service person or STOP to opt out of any other information. It was so easy to use that I pulled down the specs and reviews for a few other televisions. In the end, the decision I made was based not only on the information I came in with but also strongly on the different reviews and detailed specs that were sent to me. It was a complete win-win as I gained the information I needed to make a purchase and Best Buy gained metrics on a customer looking for a television in one of their stores.

This is just one really good example of a company using mobile devices in their marketing/customer service. Has anyone else come across any other good examples? I’d love to hear about them!