writing/media placement/other

Handheld Device:s Rapidly becoming commonplace, marketers are still testing different approaches to this medium. The physical platform and how it is used are different from all other medium. These differences make it difficult to simply repurpose existing interactive marketing applications for use on handheld devices. But these differences can also create a new marketing strategy known as ‘reliance marketing.’ By offering unique solutions to the specific needs of a target audience, the audience becomes reliant on your marketing message. The continued delivery of your brand message through the useful application reinforces your brand with the user.

The design of interactive applications for handheld devices is unlike any other medium. Applications must rely on functionality and design flow, rather than imagery. This reliance on functionality requires more research into user needs, examining how traditional handheld applications (calendar, contact manager) are not serving and could be improved and/or replaced.

Some brands have no need to create a long-term bond with the user: A handheld device is likely not suitable for those brands. This form of interactive marketing is best targeted to professionals or to patients with chronic conditions, where the long-term relationship between the drug and user is beneficial to the marketer.

Strengths: Extremely focused interaction with user, long term brand relationships

Weaknesses: New Medium, small screen, limited ability to market

Bottom Line: Jury is still out, but a real option for long-term relationships

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