Last December 47% of mobile subscribers in the U.S. used mobile media, meaning they browsed the mobile web, accessed apps, downloaded content or accessed the mobile Internet via text message, according to a recent comScore report. That percentage is rapidly rising, which means marketers must create their own mobile strategies, says Susan Blue, director of product strategy at FordDirect, a joint venture between Ford Motor Co. and its licensed dealers.
Blue will discuss how she has developed FordDirect’s mobile approach, as well as the results of those efforts, during a featured presentation entitled “FordDirect drives a mobile strategy” at Internet Retailer’s Mobile Commerce Forum 2011 in Houston October 10-12.
“More and more consumers are using their mobile phones in their shopping process—from the initial research of a product to the final purchase—creating a completely new opportunity for marketers to reach their customers," she says. "From texting campaigns that enable customers to receive targeted information from brands to m-commerce platforms to help them facilitate their purchases, it is becoming critical for companies to provide the information and access customers want, using the mediums that reach them most effectively."
Blue says that FordDirect has found that a multipronged approach is the best way to reach customers. That’s why the site has embarked on a range of texting initiatives designed to enable consumers to research, configure, and locate new and pre-owned Ford cars and trucks.
Internet Retailer’s editors asked Blue to speak because she manages such m-commerce programs. Prior to joining FordDirect, Blue was a vice president at the JWT advertising agency, where she worked with regional Ford advertising groups.