Commentary

OMMA Panel On Tablets Talk Marketing

Panelists on the OMMA Tablet panel talked about the value of apps as branding opportunities. One issue: how many people are using a marketer's apps and how long and how often they come back depends on content, whether it is news, sports, entertainment or anything else that people want to see or interact with.

In packaged goods, the challenge is big. Why would people return to a Colgate app week in and week? There are hundreds of thousands of apps that people aren't going to use.

If you are a CMO and spending a million dollars to market an app, these are important questions. If you are Colgate it comes down to ROI. How much toothpaste are you going to sell based on apps?

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About the Author

Karl Greenberg writes about automotive, consumer-packaged-goods, sports, and travel for “Marketing Daily.” Prior to this, he was the automotive editor at "Brandweek" magazine. He was also the Internet advertising technology writer for "Adweek," and petrochemical editor at "Chemical Market Reporter". You can reach Karl at karl@mediapost.com.

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