Consumers are increasingly moving between multiple devices—and sometimes using two simultaneously. Chances are, as a marketer, you’ve been thinking about this more than the average person. I get it. As the CEO of an automotive marketing and advertising company, so have I.
A growing question by brand owners to interactive marketing agencies lately, is "How do I keep my brand intact and survive through today's influx of new media?" For most, the answer is to extend the brand footprint beyond Web sites, by building Rich Internet Applications (RIAs) that live on a PCs and personal devices. The ability to move a brand from the Web to the desk top has become a near instantaneous process. As the line between the Web and the desktop grow close to each other, it’s up to the agency to reinvent itself to offer a brand the most interesting situation every time.
But in doing so, we’ve seen a significant blurring of the lines between what a desktop application is and what a Web application is. It’s hard enough for some developers to distinguish a difference anymore. But for brand owners who look to extend interactivity to the desktop and beyond, the confusion could be crippling. While the idea of a RIA has been around for quite some time, the way users think about them is clearly beginning to change.
With the help of some big players in the technology world, namely Google, Microsoft and Adobe, those distinctions... Read more