Interesting interview at eMarketer with Amanda Mahan, digital creative director with Clorox and the person responsible for digital content strategies. This specific interview focuses on a planned iPhone app, Clorox iStain, that will launch in May.
I like the overall approach – people want to know how best to remove stains so Clorox has created an app that will offer the best, most appropriate solutions based on various factors – material, stain/substance.
What I found most interesting was the following exchange:
eMarketer: What will you be looking for in terms of metrics or benchmarks?
Ms. Mahan: Our first goal is getting people to download the app. One thing we’ll be looking for is whether people are rating the tips, submitting tips, becoming involved and engaged with the app. We want engagement in terms of people using the app and interacting with it. But even if it’s just present on the iPhone after download, that’s an advantage in terms of brand awareness. We’ll also be tracking the conversations people are having on Twitter or elsewhere about the app.
Amanda had me right up until ‘brand awareness’ – and that’s when I wondered why there weren’t any stated goals tied more directly to revenue? Not that she had to tell the world that the app needed to drive $500,000 in US sales in Q3 – but what about geo-targeting so the person could be directed to a nearly store to get the products needed to treat the stain and, if one of the best products is from Clorox, provide a coupon?
Don’t know about you but I would be proud to use an ecoupon to remove tomato sauce from my shirt.
