Technology

Marketing Apps: Where Media, Messages & Mechanisms Converge

2014-05-23 18:21:29

One of the overarching trends in our industry is that marketing is shifting from being in the business of delivering communications — advertisements and content — to being in the business of delivering customer experiences. It’s not just what we say. It’s what prospects and customers experience when they connect with us, in digital channels […]

Review:

Why should I read this article?


Scott Brinker gives his very interesting vision to move from static (like an xxxx) to dynamic and interactive marketing (like a verb) to create more engagement. Technical it means to move from static pages to interactive marketing apps and create more engagement.

What is the analysis of the problem?


The problem in general is the marketing problem. More specific how to engage potential clients or users to your product or brand.

As the world is moving forward. The trend is that marketing is shifting from being in the business of delivering communications — advertisements and content — to being in the business of delivering customer experiences.

Scott Brinker describes it as nouns (static) versus verbs (velocity, dynamic, interactive). Verbs, are interactive, such as a conversation with a great salesperson. Content marketing thinks in nouns. User experience design, in contrast, thinks in verbs.

Scott calls “marketing apps”, app-like web experience, such as a contest, a wizard, a quiz, a configurator, a game, an interactive white paper, an assessment tool, a calculator, etc.

Rather than just present a user with static content for them to passively consume, a marketing app engages them in an interaction.

Scott believes that marketing touchpoints are the intersection of three things: media, messages, and mechanisms. Messages are what we say. Media are where and how those messages appear. Mechanisms are how that touchpointbehaves — what the recipient can do. Media are mostly about form. Mechanisms are more about function.

In the article Scott shows some interesting examples.

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