Evidently, just about anything we can do on an illuminated screen, we WILL do on an illuminated screen. Take for example reading (Nook, Kindle). Exercise (Wii). Meetings (GoToMeeting, Skype). Keeping up with friends (Facebook) and with news and gossip (Twitter). Finding love (Match, eHarmony). Business networking (Linkedin).At the vSA office, we're finding that some of the work we identify as being part of that catch-all "client marketing" has in fact merged with something more akin to "facilitating the process by which our clients bond with their prospects, customers, influentials, and affiliates".
In more than a few cases, this means Web applications. Whether the illuminated screen in question is a desktop, notepad or mobile phone, the need to create synergy and loyalty is well-served by applications that let the user do something that either is not possible or is less convenient any other way. Examples include online training modules, B2B planning tools, calculators both simple and complex, members-only apps, custom purchasing programs, catalogs for sub-licensing, and even games to play to learn about new products. Typically, the process is to build the app, test and test (and then test!) the app, and at last make sure the intended audience knows it's out there and understands how to use it. Depending on the application, a company may make it freely available, or use it as an incentive or reward for customers and prospects who meet chosen criteria.
Some people remember the Web in its commercial infancy, when creating a good-looking site – essentially an online brochure – was the ultimate goal. Next came Web 2.0, with its more personalized experience and its tracking of the user's every move (useful for business, questionable for privacy)! Now, the Working Web presents business with almost unlimited opportunities to provide value – and to bond, so to speak – with the people it most needs to engage.
