Application Economics

 
From my recent column in Adweek:

"Some kid comes up with the next YouTube, Facebook or mobile platform, and most advertisers want to figure out how to market on it. Instead of designing and developing useful applications that could give brands the opportunity to insert themselves meaningfully into our lives, we get cutesy but useless "Sprite Sips" on Facebook, ubiquitous banners in all shapes and sizes and microsites that you won't likely return to. And I'm talking about digital advertising -- never mind traditional."

Read the full article

Comments

[danijel kecman]

excellent.

[veedub]

couldn't agree more david. nice piece. tangerinetoad put me on to your blog.

www.theescapepod.com

[patrick prothe]

Nicely said - thoughts I've continually emphasized as the brand guy to the marketing team at my day job in software. It really is about the value. I'm also a fan of Grainger. People - marketers in particular (imho) tend to want to over complicate things in order to demonstrate their prowess. Simple is Good. Really.

[Paula Thornton]

More opportunities for those of us who understand markets more than marketing. :)

[Darko666]

I just came out of a meeting where our ad-placement agency was presenting to our mutual client, happily announcing the 0.4% CTR on their recent banner campaign. Looking at those kinds of numbers as "success" is something we need to fight, and from inside big brands, I'm finding that's a tough battle.

I was thinking of this/your blog, as well as Paul Isakson's and Joe Jaffee's during the meeting, would have loved to have you at the table with me!

[Alan (Toad)]

See I bring you readers AND commenters Armano ;)

I find myself nodding in agreement with your column- you knew that-- especially the thing about the Sprite Sips - utility is the correct response when you find yourself on the wrong side of "Your Brand Is Not My Friend™"

If only more marketers - and their agencies embraced that theory.