By Dave Wolf | Article Rating: |
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January 31, 2008 04:00 PM EST | Reads: |
70,855 |

To quote Bob Dylan, “the times they are a changin’.”
Less than 10 years ago, still in its infancy, the Internet was a land of promise for businesses. Companies saw bright new ways to increase their agility, reach more customers and to deliver new, never before seen services. Unquestionably since then it has transformed the way consumers and businesses exchange information and has become a vital part of nearly every organization’s communication and operational architecture. Through the proliferation of Web-based applications, many companies have been able to expand their global footprint, empower and improve their business processes, and strengthen connections with customers, employees and partners.
The rich Internet application is the next evolution in Web development and is here for the long haul. RIAs are attracting attention because users easily interact with them, they enable interactions that HTML can’t, and – despite their youthful stance – they get business results.
The powerful digital platforms offered through RIAs are also invaluable for the marketers whose job it is to build brands. With the expanding role of the chief marketing officer moving beyond advertising, brand management, and market research, many senior marketers are busy managing the rise of new media, the growing number of sales and service touch points and the fragmentation of customer segments. A recent McKinsey Quarterly report notes that as the forces of marketing proliferation gather strength, it is requiring a broadening of the CMO’s role.A critical component of that role is an understanding of new technologies such as RIAs that respond to customers’ needs, can transform the way marketers build brand relationships, and deliver an experience that exceeds customer expectations, encouraging them to spend more time and money when patronizing a company Website. Z + Partners, a marketing, research, and forecasting firm located in Brooklyn, N.Y., recently conducted an analysis of the top 20 global brands, revealing that each spends less on marketing than its next nearest competitor. The same analysis illustrated they all spend on average 18 percent more on IT infrastructure than their nearest competitor. For many business, what this means is that RIAs may be the new glue that holds brands together.RIAs can create more passionate users, causing a social epidemic that extends the marketing reach. When the end-user experience is enhanced, people are excited and pass along the message of what they’ve liked, thereby igniting buzz and increasing brand awareness. Users engaged in an application that is intuitive and familiar are also more likely to spend more time using the software. As a result, process abandonment decreases, and, by easing transactions, they are likely to spend more.
Published January 31, 2008 Reads 70,855
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More Stories By Dave Wolf
Dave Wolf is a Vice President of Cynergy Systems, Inc. Prior to joining Cynergy, he held senior management positions at several major software firms including Sybase and Microsoft, where he was responsible for the development, marketing and sales of several enterprise class software products. A sought-after public speaker, he has presented at major technology conferences such as JavaOne, AJAXWorld and Microsoft TechEd. At Cynergy, he oversees consulting operations worldwide and spends most of his time interacting directly with the field and working in every time zone but his own.
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