Engagement. Utility. Tools. Value. Required features for brand ideas in the digital space. All true - however, often times we (the collective agency ‘we’) and our clients still view these initiatives simply as projects. Even disposable marketing elements. Advertising executions. Or just extensions of brand selling ideas. In fact what these ideas (should) become are branded products in and of themselves. They (should) have value to the consumer. They (should) perform a consistent, predictable function. There is a cost to acquiring; whether it is monetary, data or time. Whether this is a mobile, web or even Facebook app - There is a consistency, usefulness and life cycle.
Considering digital marketing products in these terms should elevate the value internally. Allow for more time and yes more money for development. For brands to be to quick to consider digital marketing components as disposable in some way will only lead to a consumer engagement that is ultimately worth little or nothing at all.
Posted by Matt