Great read about Brand Marketing Apps.
A few years ago, when launching brand apps began to get popular, lots of the activity was driven by the GMOOT. For those unfamiliar, GMOOT is short for “gimme one of those,” and refers to those circumstances when senior execs demand a shiny object instead of allowing marketers to define and implement tactics based upon a strategic foundation. The objective of a GMOOT is usually to check a box rather than make a real contribution to a business. And true to form, lots of those early brand apps did little more than put an “x” in a square.
The above quote from this article is so true. It’s painfully true. And while, in the rest of the article the author tries to tell us that this is changing, that hasn’t been the reality IMHO.
Source: The new rules of brand app marketing (single page view) – iMediaConnection.com