iPhone as a marketing tool

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This article looks at why should an organization build an iPhone app from a marketing perspective, what are the features that can be leveraged and some ideas around what can be built.

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iPhone as a marketing tool

  1. 1. 
 
 
 
 The
iPhone
as
a
marketing
tool
 Why
should
you
build
an
iPhone
app
for
marketing
 your
product/service?
 January
20,
2010
 Siddharth
Sethi
 Page
1
of
3
 
 Contact:

 siddharth.sethi@infobeans.com
 Siddharth
Sethi
 
 
 InfoBeans
INC,
2410
Camino
Ramon,
Suite
288,
San
Ramon
CA
94583
USA
+1
888
4INFOBEANS
 www.infobeans.com
 

  2. 2. 
 
 The
iPhone
as
a
marketing
tool
 
 Much
has
been
said
about
the
iPhone.
It
is
curvy,
easy
to
use,
pricey,
eye
candy,
blah,
blah.
But
what
is
 the
true
story
and
how
does
it
affect
business,
specifically,
for
this
post,
marketing?

 
 Consider
these
facts

 • The
iPhone
AppStore
has
over
3
billion
app
downloads
and
counting
everyday.

 • There
are
more
than
100,000
apps
to
do
pretty
much
anything
 • The
iPhone
leads
by
a
huge
margin
when
it
comes
to
mobile
web
browsing
and
mobile
web
 searches
 • And
Apple
has
been
in
the
business
for
just
over
2
years
 
 Whatever
the
personal
biases
are,
one
needs
to
know
that
it
is
the
single
most
important
smartphone
in
 the
market.
None
of
the
competition,
including
the
mighty
Google
(Nexus
One)
has
been
able
to
come
 anywhere
close
to
the
reach
of
the
iPhone.
At
least
not
yet.
And
even
if
they
were
to,
it
does
not
seem
to
 be
happening
anytime
soon.
 
 For
marketers,
it
is
best
to
stop
ignoring
the
iPhone
and
embrace
it
as
an
essential
marketing
tool
that
will
 help
reach
their
target
audience.
 
 What
are
the
ways
in
which
an
iPhone
can
be
used
as
a
marketing
tool?
 • Advertise
on
apps
from
other
providers
 • Advertise
on
websites
that
target
mobile
users
 • Create
your
own
apps
that
talk
about
your
products
and
services
in
an
interesting
way
 
 The
first
two
(advertisements)
are
straight,
in
your
face
advertisements.
They
aren't
anything
new
for
the
 advertising
world.
Advertisements
have
long
served
as
a
subsidy
for
other
products
and
services,
and
will
 continue
to
do
so.
Just
hope
that
your
intended
user
hits
the
advertisement
and
buys
your
product
or
at
 the
very
minimum
becomes
a
qualified
lead
you
can
pitch
to.
 
 What
is
more
interesting
from
the
mobile
experience
and
specifically
the
smartphone
is
that
you
can
 create
applications
that
specifically
talk
about
your
products
and
services.
Not
only
that,
they
have
the
 capabilities
to
interact
with
your
potential,
and
if
you
go
the
whole
nine
yards,
you
can
actually
have
them
 cough
up
right
there
for
your
product.
 
 Mobile,
being
well,
mobile,
also
changes
the
dynamics
of
interaction,
the
user
being
able
to
interact
with
 your
app
pretty
much
anywhere.
This
increases
the
chances
of
your
app
being
used
and
in
turn
of
you
 getting
more
relevant
and
targeted
data
on
your
prospect.
 
 The
advantages
of
creating
iPhone
apps
for
marketing
 As
mentioned,
the
iPhone
generates
interesting
opportunities
for
marketing.
Let
us
first
understand
what
 makes
the
iPhone
interesting
to
marketers
and
then
we
will
see
how
those
can
be
leveraged.
 
 A
great
user
interface
 The
iPhone
offers
a
user
interface
that
is
unparalleled
in
computing
‐
any
kind
of
computing.
How
does
 this
help
you
as
a
marketer?
Well,
if
your
app
is
interesting
enough
and
has
that
sticky
ability
‐
you
have
 leveraged
the
user
interface
capabilities,
your
users
will
flock
back
to
your
application
again
and
again.
 Isn't
that
what
you
want?
 
 
 Page
2
of
3
 
 
 InfoBeans
INC,
2410
Camino
Ramon,
Suite
288,
San
Ramon
CA
94583
USA
+1
888
4INFOBEANS
 www.infobeans.com
 

  3. 3. 
 Location
aware
‐
GPS
integration
 This
is
something
marketers
would
die
for.
Trying
to
get
your
location
in
real
time.
See
what
you
are
upto
 and
where.
If
an
app
can
take
advantage
of
the
location
features,
marketers
could
make
valuable
use
of
 that
data.
 
 Multimedia
content
 Push
out
content
in
any
form
you
wish
‐
video,
images,
text
or
a
combination.
You
want
your
reader
to
be
 totally
mesmerized
by
the
content.
Well
the
iPhone's
video
and
audio
capabilities,
enhanced
by
that
super
 screen
and
its
orientation,
allows
you
to
do
just
that.
Take
your
audience
for
a
ride
by
showing
relevant
 videos,
podcasts
and
of
course,
text.
 
 Accelerometer
and
compass
 These
two
tools
allow
you
to
add
a
lot
of
fancy
(and
sticky)
touches
to
your
applications.
Use
the
 accelerometer
to
create
interesting
gestures
that
do
interesting
things.
Like
the
shake
or
the
tilt.
Or
just
 the
throw.
One
of
my
favorite
apps
that
uses
the
accelerometer
well
is
UrbanSpoon.
Shake
it
and
it
gives
 you
a
restaurant
recommendation!
 
 Multi
touch
screen
 Now
this
is
what
is
the
king
of
all
features
and
something
that
no
other
phone
in
the
market
has
‐
Multi
 touch.
Multi
touch
has
opened
up
immense
opportunities
to
create
gestures
that
are
intuitive
and
simple.
 
 All
of
the
above
features
pretty
much
point
to
one
basic
idea.
That
you
can
create
apps
that
extremely
 easy
and
fun
to
use
and
therefore
provide
you
a
great
channel
to
get
your
message
across
to
your
user
 group.
 
 Let
us
see
how
some
of
this
can
be
achieved.
 
 If
you
are
a
toy
manufacturer,
creating
an
app
around
your
games/toys
might
help.
The
kids
and
 teenagers
are
heavy
users
of
the
iPhone/iPod
Touch.
Many
companies
create
these
free
apps
that
have
 product
placements
in
the
app,
that
are
highly
relevant
to
the
user
and
derive
excellent
mileage
and
 brand
stickiness.
 
 If
you
are
a
travel
company,
create
apps
that
show
content
related
to
your
products.
Show
sample
 itineraries.
Allow
the
user
to
play
with
those
itineraries
and
see
the
effect
real
time
on
custom
maps.
 
 A
healthcare
provider
can
create
apps
that
allow
users
to
access
data
related
to
the
ailment
and
provide
 tips
to
users
to
manage
their
health.
You
can
add
information
on
how
to
reach
the
provider
‐
maps,
phone
 numbers,
auto
calling
etc.
 
 In
pretty
much
any
industry,
you
can
find
ways
to
interact
with
your
target
audience.
It
is
all
about
 leveraging
the
features
and
tools
available
to
your
advantage
without
losing
sight
of
the
end
goal
–
to
put
 your
message
across
in
a
subtle
and
succinct
manner.
 
 Just
creating
an
app
that
shows
your
marketing
message
will
not
help.
Don't
expect
people
to
download
 such
apps
and
continue
to
use
them.
The
mantra
here
is
to
create
apps
that
are
interesting
to
use
first,
 and
then
they
show
messaging/products/services/brands
that
make
sense
in
the
context.
Yes,
remember
 ‐
you
need
to
create
the
context!
 
 if
you
need
more
information
on
how
your
marketing
department
can
benefit,
please
contact
us
at
 iphone@infobeans.com.
We
will
be
happy
to
help
you.
 
 
 Page
3
of
3
 
 InfoBeans
INC,
2410
Camino
Ramon,
Suite
288,
San
Ramon
CA
94583
USA
+1
888
4INFOBEANS
 www.infobeans.com
 


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