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11:53 10th December 2010
Use by consumers of apps will mean increased innovation in the world of marketing, according to Dave Barton, account manager for Renegade Media.
"With apps hotter than ever across numerous online and mobile platforms, marketers have more opportunity than ever to engage with consumers in unique and innovative ways," he said.
It is crucial, however, that "marketers don’t lose sight of adding value to the consumer experience - they shouldn’t just exploit technology for its own sake", he added.
His comments emerged as Richard Branson's Virgin company launched a magazine exclusively for the iPad platform, something Mr Barton also had views on from an advertising perspective.
The expert said that while traditional print media advertising was "static", the IT industry is still waiting to see whether an iPad magazine will exploit the technology it’s capable of, like for instance mimicking the conventions of online advertising, or if it will stay true to the print ad experience.
Posted by Derek Oldman
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