Now, when it comes to social media, too many brands make the mistake of forming a strategy backed by the thought process of "What can I say that people will share?" This results in posts that are entertaining but that lack relevancy to the brand. I'm looking at you, Flo from Progressive.
I drank so much coffee today that I’m pretty sure I can taste sounds now.
— Flo from Progressive (@ItsFlo) February 27, 2014
Well if that doesn't make me want to buy insurance, I don't know what will!Apps, on the other hand, seem to suffer from the opposite ailment. There are numerous apps out there that are consistent with a brand's image but that are sorely lacking when it comes to entertainment or utility. Longhorn Steakhouse and Pop Secret were reprimanded in a Business 2 Community article for creating apps that frankly are insulting to users' intelligence. I mean, come on, I can only flip a virtual steak so many times before I go crazy. #yallgonmakemelosemymind
Additionally, we are witnessing apps that are being developed with cutting edge technology but that lack a place in users' lives. For example, an article by Elite Daily describes the new app Spritz which enhances reading speed by emphasizing the Optimal Recognition Point of each word. The app is fascinating...addicting even (don't say I didn't warn you), but I find myself wondering what real-life situation actually warrants this kind of technology. I just picture someone sitting down with a good read, wanting to unwind after a long day, and suddenly...rapid fire! Not exactly my idea of a relaxing time. And what happens if you sneeze? Or blink? Can you pick up where you left off? Or is all hope lost?
The moral of the story is don't get so app-y happy that you get ahead of yourself. If you're going to dedicate time and resources to developing an app, make sure it's worthy of being downloaded.
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