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.
Sourece: http://09817630spd4290.blogspot.com/2010/07/weaknesses-of-true-city-in-mobile.html
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