Eluma White Paper
Improve Brand Loyalty through
Branded Desktop Applications
In the emerging Web 2.0 world, online brand marketers face a number of challenges to acquiring, maintaining and growing the audience for their Web content. In each emerging trend, whether it be social networking, “the long tail”, RSS feeds and content syndication, mashups or even sophisticated spam filtering, one over-arching theme emerges: It’s about control.
In the emerging Web 2.0 world, online brand marketers face a number of challenges to acquiring, maintaining and growing the audience for their Web content. In each emerging trend, whether it be social networking, “the long tail”, RSS feeds and content syndication, mashups or even sophisticated spam filtering, one over-arching theme emerges: It’s about control.
Consumers want, and are gaining, control of the content they view. Thus every brand marketer in every industry is being forced to rethink the traditional methods of bringing their message to consumers. Newspapers are in decline. Television is threatened by the time people spend on the Internet as well as by YouTube and MySpace for entertainment. Magazines are being supplanted by blogs and user opinion sites. Online product reviews affect both retailers and packaged goods manufacturers.
This explosion of “mini media” makes it much harder for an online marketer to keep their brand in front of their most profitable segment - their most loyal customers. At the same time, this “mini-media” effect is exacerbated by:
- RSS feeds changing the way people interact with traditional Web content
- Email clutter and declining email campaign response rates
- Content aggregation sites taking users away from branded Web sites.
- User-driven content sites moving brand opinion control into the hands of consumers
So what’s a brand marketer to do? Enter the Branded Desktop Application.
The following topics are discuss in this white paper:
- Branded Desktop Application (BDA) Overview
- Branded Desktop Applications in the Marketing Mix
- The Branded Desktop Applications Landscape
- Benefits and Best Practices for BDAs
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