Why RDAs (Finally) Are the Next Killer App

June 2008 By Hallie Mummert

2. Value. If people are protective of their e-mail accounts, how do you think they’ll feel about their desktops? To entice customers to download your RDAs, they must “add value to their daily online activity,” he stated. Think entertainment value, social value and economic value for the customer when creating RDAs.

3. Commitment. Recognize that an RDA is a micropublishing platform, and thus demands fresh content to continue to be useful to customers. “The fact is, you have content in place and probably a management system for it. Your RDA can tap into this content. But see point two before you simply regurgitate your Web content into an RDA,” he says.

Goosmann offered the audience this final thought on Web 2.0 and what it means for marketers: “The distinction between what’s online and what’s in your hand [i.e., mobile phones] will disappear. The future of interface is always on, virtual, live and immersive.” As such, marketers need to think about how they will communicate with customers and prospects when it’s not through touchpoints but rather a constant, two-way flow of information.

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Social Media ROI

“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.”
--Chris Brogan, president of Human Business Works

“Social media isn’t inexpensive; it’s different expensive. The human effort required to do

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Why RDAs (Finally) Are the Next Killer App

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