What Should Marketers Do With Apps?

(from Ad Age Response)

see:

http://adage.com/digital/article?article_id=138355

Good input. The key is to think beyond the apps to:
--How is an app going to drive my brand/business. That is the ultimate gauge. Most clients/marketers do an app and they or the digital boutique have no clue as to how to linking it back to driving brand objectives other than awareness (same madison ave. problem usually) or downloads. Implication: do an integrated, business driving app.
--Use the iphone as the anchor until the massive fallout occurs. By 1st quarter 2010 it will be clear which platform and smartphones. Our bet: iphone and the ipone operaing system, Android, but lord knows which phones survive( there are about 10 here or coming with Android). Microsoft Mobile is on its 4th failed launch. so forget it. Implication: start iphone then do and Android lead phone next.
--Make Facebook the lynch pin in whatever you do. Connect your app to the 25mm users by adding in the FB link. Implication: built it in from the beginning
--Get ahead of the curve. Most USA app and even website developers are a generation back (not all but most). We just spent 10 days scouting and partnering in India. The are a generation ahead. Why? Because the big USA players have their software work being done there on stuff coming 1-3 years out. Work with the right Indian partner--who also is working on an Apple, Google, Infosys, etc. and you have the knowledge of where it is going--built into your digital solutions.
Implication: look at domestic and India resources
--Be smart and efficient and most of all quick: apps are coming at light speed. You can be obsoleted quickly. So spend 10k to 40k on an app, do it right, do it fast. 
Our experience after doing 10+ apps and doing them for marketers and also entrepeneurs' development and launch work--India resource--they are a "Generation ahead, at half the cost".

The Agency Is Talking To Themselves--While Palm Pre Will Crash & Burn

  By PATRICK | MIAMI BEACH, FL August 3, 2009 02:37:13 pm:

New Palm Pre Campaign...see:

 http://bit.ly/XwZf3

OMG! Classic case of the agency talking to themselves--and with a weak and intimidated client!. The advertising has zero chance of driving the objectives that the CEO of Palm or the Board or the shareholders are focused on: driving trial, purchase, positive WOM and total revival of a badly sagging Palm business.

Specifically:
--The chinese field spot was introductory and intriguing (but little RTB's about the product other than standard/parity functions like camera/picture taking).
--The next 3 spots were empty and no way delivering on the Brand Positioning (if there is one) and the true drivers of purchase/business building. 
Yes, be creative vs iPhone and others...but understand your situation. I/we just completed a total review of "where mktg tech is going?' with input from very smart savvy people on the mobile 2010 direction. Smartphone success demands:
--Innovation & Differentiation: not accomplished in the campaign.
--10+ players are all scrambling (after Iphone) and only 3 or so will make it to Jan. 2010.
--And you are also at a disadvantage on apps (the new differentiating bonus), memory and many features.
So write off the this advertising and its value. The only hope is the Sprint effort that will drive hard since they have nothing strong enough to counter ATT with Iphone.

But, the agency might win big at Cannes with the very avant garde
advertising, even if the Brand dies by next summer