Who Wins the Battle between Mobile Apps and the Mobile Web?
After a run on mobile apps since the launch of the iPhone, iPad and Android, everyone seemingly needed an app. Everything from Angry Birds to simple re-use of printed brochures for car companies just had to be added to the App Stores to be on the cutting edge. But a crossroads emerges for brands and content developers with mobile web now allowing all the functions that an app would, without taking consumers backwards 15 years and requiring them to install software on their devices just to see your content. 95 % of apps are functionally dead after 3 weeks While[.....]
Should advertising be…
Ever notice those stores at the mall that are “Just Socks” or “Just Calendars” and low and behold, you go in there and it is really just socks or just calendars? While that might be a great strategy for kiosks at a mall, the advertising world also seems to be going this way. There’s “Just Interactive,” “Just Social Media” and “Just Guerilla.” This all works if there’s someone watching over the whole thing, but somehow campaigns that are created piecemeal often are missing an overall idea. You can’t work in this business effectively anymore without seeing the big picture. Interactive[.....]