While watching football on Sunday, I discovered that by visiting TrackYourBuds.com, I can learn where in the U.S. a bottle of Budweiser was made and who the brewmaster was. My life is now more complete knowing that my beer bottle can do party tricks with the help of my smartphone.
For Budweiser, the marketing message is that Bud is a local and fresh beer, the company’s attempt to check the rising appeal of local, craft beers and to build a closer connection with customers.
Connection, or gimmick? Regardless of what you think, the challenge for IT leaders is this: Are we using mobile technology to build new ties with our customers? Is there data we have, and that we could expose via a mobile app, that might change how would-be buyers think of us or how loyal customers are to us?
Not impressed by TrackYourBuds? At the InformationWeek CIO Summit last week at Interop New York, three IT leaders discussed how they’re using mobile in very different industries — healthcare, insurance and government — in hopes of getting closer to their customers.