Adam T. Sutton

Branded Value via Mobile

Getting your target audience to have a positive experience with your brand is, of course, beneficial. However, not enough marketers are providing real value to their audiences, says Steve Rubel, SVP and Director of Insights, Edelman Digital. More marketers should strive to create a positive and useful experience in a branded context, he says.

Rubel is responsible for keeping Edelman Digital and its clients “ahead of the curve” with the latest ways to effectively manage public relations and marketing. He is also the author of the popular Micro Persuasion blog and maintains a personal Twitter feed with over 27,000 followers. Edelman is the largest independent PR firm in the world with 3,300 employees in 50 offices worldwide, Rubel says.

Rubel cited two companies that are providing useful, branded experiences via the iPhone:

1. Kraft’s iFood Assistant – this app sells for $0.99 in Apple’s iPhone store. It has the following features:
o Recipe browsing
o Recipe of the day
o Shopping lists
o Directions to nearby markets
o How-to cooking videos

2. Tylenol PM’s Sleep Tracker – this app is free and has the following features:
o Log your sleep hours and moods
o View your sleep and mood history over time
o Create a sleep journal
o Get tips for better sleeping

Of course, the iPhone is not the only channel for providing a valuable, branded experience. I am currently working on a Sherpa article that describes how marketers for a cable television channel created a series of SMS alerts that provided valuable, relevant tips alongside a reminder to tune in to a weekly show. The team was able to take a weekly reminder and make it more attractive by adding useful information.

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Channel Marketing, Mobile



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