I Phone Desrving of Consideration, Not Application
I was quoted in the recent Forbes.com article "Shaking Up Advrtising" http://www.forbes.com/2009/03/16/dockers-mobile-advertising-leadership-cmo-network-mobile-marketing.html in which it sounds like I am saying Iphone marketing is not worth it. Well it's definitely not. 17 million IPhone users is nothing to sneeze at but is it worth spending some ad dollars to create an application or worse run ads on a network of applications.
I never suggest to clients to do anything that requires downloading and installing. I stay away from any initiative that includes having to first find, then download and then install onto any device. Then to count on ads to take effect from there is highly exclusive audience which no marketer wants.
What we choose to do with almost all of our sites is build Iphone browser apps. A user is much more likely to visit a website from the Iphone versus any other phone so we make Iphone Safari browser based apps. It's more likely a user will visit a site made for Iphone than taking all the steps it takes to get an Iphone Application.