Consultant says businesses need to get smarter about mobile technology

By James Dowd

Thursday, August 12, 2010

With hundreds of thousands of applications for mobile devices to choose from, businesses can no longer rely on the novelty of portable technology to promote their brands.

Instead, companies today must intentionally target demographic groups by offering smart-phone apps that speak to specific needs, says Chris Przybyszewski, CEO of Resolute Interactive.

His company, founded in 2008, focuses on mobile technology and has developed smart-phone applications for Memphis in May, ArtsMemphis and Elvis Presley Enterprises. And the agency recently launched Appanda, a simple online interface that allows users to create their own apps.

"When we first got into the app business, there were

maybe 15,000 of them available and a company could get a lot of traction from just announcing that it had one," Przybyszewski said Wednesday at a seminar sponsored by the local chapter of the Public Relations Society of America. "The gold rush is over. Now you have to let customers know what you have and mount an aggressive campaign to show why it's important for them to download your app."

Przybyszewski and Jeannie Mandelker, vice president of New York-based Harrison Edwards public relations firm, were keynote speakers at "Apps: PR's Newest Big Opportunity" held at the Fogelman Executive Conference Center.

"Every day we're bombarded by thousands of electronic messages, so you have to figure out how to prolong interactions with your customers," Mandelker said. "Mobile devices offer a huge piece of real estate for you to use to populate your brand. The good news is that consumers don't see apps as advertising. They see them as utilities."

With the growing popularity of smart phones, iPads and electronic notebooks, companies should embrace the flexibility of emerging technologies, Przybyszewski said. Successful mobile marketing campaigns may incorporate GPS capabilities and social networking features, and the strategies also work well for nonprofit organizations.

"You need to create a mobile optimized version of your website and maybe re-create your inventory and purchasing options to make it as easy as possible for people to visit you," Przybyszewski said. "A mobile strategy can drive visitors to your website and increase sales, or in the case of nonprofits, boost donations."

Katie Wassmer, account supervisor and social media director at Thompson & Berry, said her company recently created a mobile device campaign for one of its clients and that more are in the development stages.

"Mobile technology is a great way to direct customers to stores, offer purchasing incentives and strengthen brand identity," Wassmer said. "The future is literally in our hands because it's on our phones."

-- James Dowd: 529-2737

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