• by Cory Treffiletti , Featured Contributor, November 10, 2010

Way back in the olden days, a brand needed to establish itself digitally through the launch and management of a website, the core digital presence where a brand could engage with consumers.  Shift forward to 2008, when digital brand presence expanded to include Facebook and possibly even Twitter as social media increased in importance.  Now in 2010, and as we look forward to 2011, the question arises whether the requirements are increasing again to include apps, which are now morphing into their very own cross-platform opportunity.

Apps were the rage the last couple of years initially because of iTunes and the iPhone, but they've expanded as Android has grown as a platform and more consumers have become familiar with them.  2011 looks to be the year the app really matures, because apps are now on the dashboard of your car, on the screen of your TV, even baked into the "operating system" of your TV experience.

The fact that I can use the words "operating system" to describe your TV is an interesting idea in and of itself, but it also denotes a real transition in how media is being consumed (again).  Samsung, LG and all the major TV companies are launching sets, both 2D and 3D, that integrate apps into the experience.  That means there are going to be more opportunities for consumers to engage with interactive content -- also an opportunity to interact with a brand.  As this platform develops in 2011 and probably starts to hit critical mass of usage in 2012 and 2013, it will pay for brands to begin thinking of and establishing their presence in these crucial areas of consumer engagement. 

A CPG brand that wants to be more integrated into the consumer experience could create meal planners that reside on the TV set and allow a family to sit and plan meals together for the week.  A sister app could downloads that meal plan to your phone, and create a shopping list to drive in-store purchases.  The car dashboard could have an app that maps out your to-dos for the day as you run your errands, highlighting special offers that may be in your path, including deals of the day at the supermarket, brought to you by that same CPG brand. 

At the very least, having a presence that offers information and unique experiences in these disparate environments means your brand has another opportunity to stay top of mind with your target audience when they're in a specific mindset.  Sitting in front of the TV typically makes me think of snacking, but my mind usually defers to the unhealthy snacks I love so much.  Why not remind me of the healthy options that I've got sitting in my fridge -- the ones I bought when I was trying to be healthy in the store, but forgot about when I went home?  Much of CPG marketing speaks to reminding the consumer about products they find of interest, and changing behavioral habits -- increasing buy rate and household penetration.   These are objectives that can be achieved by staying top of mind, and apps can help you do that effectively.

Of course I chose the most difficult option to start with.  For more endemic categories like technology and entertainment, apps on the TV or in the car are a no-brainer because these are opportunities for consumers to engage in a passive manner, while sitting on the couch or riding in the car with their family (as long as it's not the driver doing the interacting). 

The expansion of app nation signals a cosmic shift in the way that consumers will engage with content (again), and brands need to be planning for this now.

So the question remains: In 2010 and 2011, does a brand need to establish an app strategy at the core of its  digital presence to remain relevant and effective?  I made my case. What do you think?