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.
Branded desktop applications (BDAs) are perfect for consumer brands because, at the most fundamental level, they don't need a browser, creating an interactive presence separate from any behavior attached to the browser space. Add the ability of push technology (instantaneous communication) and seamless versioning (changing content without interrupting the user experience) -- two BDA basics -- and consumer brands can finally begin to realize the true potential of their work on the desktop.
What results is more than a regular audience for your promotional messages. BDAs deliver a customized experience, bringing brands into a more tangible, easily accessible position in the daily lives and habits of the core audience the websites were intended for.
What's more, the new seamless versioning available means that brands can change promotions within the BDA without interrupting the user experience. For example, when brands switch from the fall promotion to the holiday campaign, the BDA can change with it completely (features, graphics) without the user having to lift a finger.
To illustrate how close many consumer brands already are to the desktop space, I've picked some examples from different verticals to show how these experiences can be brought to life on the desktop.
Author notes: Michael Leis is VP of Publishing Dynamics. Read full bio.