2010年7月7日 星期三

Weaknesses of “True City” in mobile marketing

It is no doubt that “True City” is a contemporary technique in mobile marketing. However, it still has some weaknesses. Firstly, “True City” is an iphone app and of course only allows accessing the information through iphone only. This will ignore the users who using traditional mobiles.

Besides, “True City” acts as an information delivery channel and let the customers search their upcoming products. However, it seems to be a passive way to connect with customers while “True City” does not contact customers directly. So I think that Nike should include other traditional techniques of mobile marketing in “True City” campaign. For example, it may send the timed e-coupons and special offers to those customers using this iphone app for purchasing new launched products. This helps to attract people to download the app for gathering information.
In conclusion, “True City” consists the newest technologies of mobile marketing but I think it might ignore the simplest way to connect the consumer.

“True City” accomplished the goal of mobile marketing

Nike uses iphone app “True City” to provide a mobile channel for customers connected to Nike in order to gather information of their upcoming products. “True City” provides a way that Nike fans the photos, launch date countdown time and even the story of designer. This keeps the consumers engaged with their products and maintain a long-term relationship. As a final result, “True City” helps Nike to convert the customers into action and purchase their goods through mobiles or iphone app.

Besides, “True City” also provides another technique in mobile marketing which is the quick response code (QR code). Nike allows these codes hide in the city and let customers to find it out in order to make the hidden products visible. This technique enhances the mobile marketing because users need to scan the codes somewhere by iphones. Through QR code, Nike wants to convert the outcome on the site into leads of customers where they can get the information they want.

2010年7月5日 星期一

Case Study – Nike “True City”

Nike has launched a campaign with iphone app called “True City” in six cities in Europe including London, Paris, Berlin, Milan, Amsterdam and Barcelona. This campaign shows that Nike did very well in mobile marketing with social media component. Nowadays, people love sharing and they will update what happens around them by their mobiles.



“True City” provides you a channel to share your insights in food, music, shopping in your own city by a local map with icons. Nike allows you to update and gather the information everywhere by using your iphone. On the other hand, Nike has another element in this campaign which is the “Make the Hidden Visible”. It is related to their upcoming products. People can get the information of their newest products before launch by finding decipher special codes in city. Besides, Nike has chosen some designated people which are the forward – looking people in Europe and called “Nike Insider”. Public can use their iphone to find out their alternative tastes. “True City” achieved the goal of mobile marketing which using the wireless network to connect with consumers.

Source: http://www.niketruecity.com/

2010年7月1日 星期四

Mobile Marketing commonly used in 21st century.

In the 21st century, almost everyone owns a mobile. Take Hong Kong as an example, Census and Statistics Department conducted a survey at end of 2006, the penetration rate of mobile phones amounted to 137% which 13.7 subscribers for every 10 persons. So mobile marketing will be widely used in coming years. Mobile provides a platform to deliver content and interaction through online communication tools or media channels like SMS and wireless network. It helps to gain new customers and maintaining relationships with existing customers.

Mobile phones provide different channels to reach the consumers, Mobile Marketing Association suggested few ways in their research on mobile marketing overview in January 2009. Firstly, set up the mobile web for delivering content to users in a mobile format.


Secondly, they suggested the mobile applications which allowing customers download games or lifestyle tools to their mobiles. For example, Apple provide similar service through iphone and users allow to download different applications in the app store.

Lastly, another form of mobile marketing is mobile messaging which includes short message service (SMS) and multimedia message service (MMS).

Mobile phone is an essential element in our daily life so I believe mobile marketing become one of the important tool in marketing strategy.

Source:
http://www.niketruecity.com/
http://mmaglobal.com/mobileadoverview.pdf
http://www.censtatd.gov.hk/FileManager/EN/Content_1064/B4_E.pdf