Mobile is freaking HUGE right now. So is lifestyle content and branded utility.
According to Ad Age, the three are, in fact, dating. In the past month alone brands like Kraft, Nike, Gap, REI and Friskies have built mobile applications that offer their customers something of value.
REI, for one, is offering snow reports to over 1800 resorts delivered to Apple iPhones, the iPod touch, and BlackBerry and mobile phones with the Windows Mobile operating system. MobileMarketer reports that the application, developed by Zumobi, is also e-commerce enabled.
“We’ve actually embedded commerce directly into the application,” said Ken Willner, CEO of Zumobi, Seattle.
“It really marries content with commerce in a very brand-relevant way,” he said.
Content married to commerce on the mobile platform–now, there’s a mantra for marketers to chant in this, the new year.