Yesterday, Zipcar, Inc. – the popular car-sharing service – released a new App for the iPhone and iPod. This maneuver is target marketing at its best.
"Like so many urban dwellers today, more than 25 percent of Zipcar members live their life from their iPhones," said Scott Griffith, Zipcar chairman and CEO. "The new Zipcar App is a simple, fun and self-service technology that now allows millions of iPhone and iPod touch users to have on-the-go access to Zipcars around the globe."
This particular App underscores another marketing tenet, too: mobile marketing innovations can drive market share even as the market drives App development. In all cases, the iPhone and other smart phones win.
For example, the Zip App is so useful that Zipcar drivers who don’t have an iPhone will probably want one now. Meanwhile ease-of-use issues that may have stopped some eco-conscious urbanites from adopting the Zipcar life have been resolved. Users can get directions to their Zipcar. They can easily find a reserved car by telling the horn to honk. To get help during a reservation, just tap the App. For those who have not yet Zipcar-ed, no angst: even non-Zipsters can download the app and take it for a test drive.
Marketing Brillo thinks Mobile/Life interface technology like the Zipcar App will dominate the consumer marketplace within two years. So, hurry up and add "brainstorm an App" to your next marketing agenda. And while you're at it, get ready to "Draper that stuff" because that App could be your next market penetration breakthrough.
-- scrubbed by Marketing Brillo