No matter what your CMO thinks, apps are not the be-all end-all of mobile marketing strategies. So Paul Chibe, VP of US Marketing and U.S. Chief marketing Officer at Anheuser Busch, just told
attendees of OMMA Mobile. Regarding one recent app, Chibe said that, while successful, it could have gotten far more consumer traction if they’d made it available online. “Don’t app
if you don’t have to,” Chibe implored. “If it’s something you can do online, do it that way.” In another case, Anheuser Busch released an app that, as it turned out,
wasn’t compatible with Apple’s iOS operating system. (Chibe found out the hard way when he brought his iPad home over the holidays with then intention of showing off the app to his
family.) Regarding the beer giant’s broader mobile strategy, Chibe conceded: “We can do things a lot better.”