Interactive Marketing Is All About Choices
The Twittersphere was quite fond of Stephen Shankland’s recent article about Dremel, maker of multipurpose high-speed rotary tools, choosing the mobile Web over mobile apps. Apparently the preference was for no other reason than to avoid the "limit[ed] the reach of this initiative to one or two mobile platforms."
Upon closer inspection Dremel’s initiative is pretty slick, with QR codes that extend the experience from the mobile browser to the physical world. This example may have resonated with so many readers as many companies face a similar choice each and every day. This business problem is precisely why we launched our mobile app platform early this week.
The consumption of content via smart phones continues to surge, but by all accounts desktops are still alive and kicking. In fact, the W3C published an editor's draft of a new touch-screen standard for Web apps today that according to CNET, could help Web apps catch up. That new functionality might help put an end to tired corporate websites. After all, Forbes’ contributor Christine Crandell says it’s time to put the “dull corporate website to rest and then resurrect it as a platform for true community engagement.”
It occurred to me that all aspects of digital marketing must embrace this approach. Corporate website, mobile web, mobile apps, web apps – all are viable options that can (and should) deliver business value. At this point, marketers are challenged with creating engaging, interactive hubs for all customers and stakeholders; maintaining a cohesive brand presence, all the while executing their interactive marketing and social media strategies. Interested in learning ways to conquer customer engagement? You can listen to the recording of our February 1 webinar on the topic of Improving Interaction Outcomes with Customer Engagement Management Systems, presented by Alan Webber of the Altimeter Analyst group.