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iOS, Android, Windows 7, the App Store, Android Market, Windows Marketplace, Facebook, Twitter, Quora, Google TV, PS3...

The number of channels and platforms on the internet and mobile internet is astounding. And it's growing practically every single day. In many ways, this is a blessing, but it's also a curse for developers and publishers.

According to Loic Le Meur, who runs Seesmic, a social media management tool provider, "It used to be simple. You just needed a website. Whatever you do on the web today, it's now a nightmare if you want to optimize your presence."

So what are developers and publishers to do? Le Meur has a simple solution:

  • You need to be on all popular platforms.
  • You need to be in all app stores.
  • You need to support every form factor.
  • You need to be on every social network.

No wonder Le Meur is living a nightmare! But is all of the pain really necessary? Do you really need to support every platform, app store, form factor and social network? Is it even possible?

The bad news: it is a multi-channel, multi-platform world and most developers and publishers will not realistically be able to thrive with a presence in just a single channel or on a single platform. The good news: the idea that you need to be everywhere is just pure, unadulterated nonsense.

The reason: when Le Meur writes "it's now a nightmare if you want to optimize your presence," he is not talking at all about optimization. Optimization has nothing to do with maximizing the number of platforms and channels you have a presence in; it has everything to do with maximizing the return from the platforms and channels you can invest in.

Fortunately, most developers and publishers interested in earning a profit are concerned with the latter, not the former.

Just because "Quora launches and the cool geeks are hiding there" doesn't necessarily mean that your customers are there, or more importantly, that they want to interact with you there. If you're going to make sure your website is optimized for Google TV, which thus far looks like a complete flop despite its promise, you might as well invest in making sure your website is 'compatible' with the first version of Netscape because somewhere, someday, someone might turn on a 15 year old computer and try accessing your site using it. It could happen!

When it comes to channels and platforms, trying to be everywhere is a path to nowhere, and smart developers and publishers recognize that being strategic is a far better approach than being prolific. Despite Le Meur's suggestion that it is, trying to gain a spot in the "top 10" list of some brand new app store with virtually no usage is a completely pointless exercise.

At the end of the day, the key to success in our multichannel, multi-platform world is making sure that your customers can interact with you in meaningful, enjoyable ways when and where they really want to.

The assumption that every channel and platform is ideally suited to meaningful, enjoyable interactions is a dangerous delusion, just as is the assumption that your customers want to interact with you in every channel or on every platform simply because they can.

Photo credit: bennylin0724 via Flickr.

Patricio Robles

Published 15 February, 2011 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

2429 more posts from this author

Comments (4)

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Sanjit Chudha

Excellent piece Patricio, as always. The transmedia nature of consumer engagement does demand a presence for brands, within limits, on numerous platforms and in digital spaces.

Appropriateness, relevance and targeting though are vital. We advise our clients similarly - just because some think they should be using location marketing doesn't justify the cost to them, it only makes sense if they have appropriate content and penetration into that (cool / geeky) demographic.

Thanks again.

almost 6 years ago

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aimee carmichael

This is a fantastic article Patricio, I work for Zeta Agency and we manage multiplatfrom digital campaigns. It is easy to assume now that going digital means 'being everywhere'. People need to understand this is not possible. The best strategic way to approach digital is to truely break down the business into core areas and stakeholders and decide how to capture these online and which are the best tools and platforms.

think your quote says it all - "At the end of the day, the key to success in our multichannel, multi-platform world is making sure that your customers can interact with you in meaningful, enjoyable ways when and where they really want to. "

almost 6 years ago

Guy Harvey

Guy Harvey, Marketing Consultant - Social Media and Media Relations at Human Factors International

Good article, I'll save this next times someone says, are we on such and such! It boils down the all adage, "better to do a few things well then and a lot of things half heartedly".

almost 6 years ago

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Paul Keers, Axon Publishing

Isn't there also a case for good old-fashioned audience demographics here? While some platforms have become ubiquitous, others are distinctly niche; surely you choose the platforms on which you must optimise your presence on the basis of the audience that platform primarily addresses?

almost 6 years ago

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