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Are apps the new main course?

16 December 2009 2 Comments

Mobile is all the rage. Apps are the future. The world as we know it has changed forever.

Now take that sentence and swap out the words ‘mobile’ and ‘apps’ for just about any other marketing buzzword from the past 70 years (radio, TV, outdoor, cable, internet, guerilla, moonvertising).

12.16.2009Rest assured, we’ve heard it all before. So is it different this time?

Well, yes and no. Sure, mobile is a big deal. And I’ve never seen anything explode onto the scene as dominantly as apps have in the last 2 years. So if you don’t know how to use those tools, you are most certainly going to fail as a marketer.

But if you think that all it takes is a killer app to suddenly become relevant to today’s consumer, you are just as sure to fail.

It’s not about the tools. It’s about how they help people interact with your brand. From mobile to in-store to social to word of mouth, people are more deeply involved with brands than ever. If you can figure out a way to make people want to engage with your brand, you will be much more likely to succeed.

Be likeable. Be helpful. Be fun. Whatever. Just be sure that everything you do or say reflects who you are. More than anything, today’s consumer can spot hypocrisy a mile away.

So what will the next buzzword be? I’m not sure. But I haven’t given up on moonvertising just yet.

- TJ Bennett

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