Brand Building: Promotional Websites vs. Branded Desktop Applications

[mandy]

Many consumer brand managers intrigued by the desktop space are still feeling the sting of investing in brand promotional sites that a) don't generate valuable traffic or b) have traffic but don't attract repeat visitors.

But the real problem isn't the content; it's the context. Many promotional sites already have all the elements in today's popular content mix: video, blogs, games and calendars.

Unfortunately these sites are ultimately hampered by the limitations of being inside the browser in the first place. With endless competition, varied browsing requirements (bandwidth, browser type, et cetera) and the daily internet viewing habits of their core audiences, it's no wonder times are tough for these well-executed sites...

full article: http://imediaconnection.com/content/15015.asp