BLOG 05.22.13

App developers must fully understand the business aims of the brands they develop for, and brands must keep these aims in mind in order to recognize when impressive technology actually won’t create the optimal customer experience.

This was the message Anthem Worldwide’s SVP of Emerging Platforms, Mark Silva, gave iMedia Connection at the recent Big Brand Hackathon, developed by Anthem.

Silva analyzed the apps developed by dozens of teams on behalf of Hackathon sponsors The Home Depot and Kraft Foods. He found that sometimes a compelling concept was not brought to life by the app itself, despite the app’s technological elegance. Other times, terrific technology couldn’t make up for a less-than-stellar marketing concept.

“But the combination, where [the developer] understood the challenge, clearly articulated a grasp of it and then used the API (application programming interface) with some sort of inventiveness” – these were the entries that earned the highest marks, Silva said.

For brands translating their promises and products into the realm of digital apps, this means creating complete and transparent briefs with no gaps that can lead to false assumptions by the app team. At the same time, brands must “live by the brief” and recognize where appealing technology fails to do the same.

For Silva’s full comments, watch “2 Lessons from the Hackathon,” and while you’re at it, check out his comments on “who’s making money on social TV,” on the “two-screen habits” of smartphone and tablet users, and how marketers can take advantage of evolving phone and tablet user habits.