3.14.2013

Integrated Marketing and Repurposed Content

This afternoon, I went to JPMorgan's main corporate website to research something, and I noticed a top-line navigation tab that I have yet to see on other websites. Tucked in among the navigation tabs for Home, About Us, Investor Relations, Contact Us and Careers, there is a tab titled Mobile Apps. At first glance, I thought the tab to be rather clever, but then, after clicking on the tab and realizing just what was on the page, I thought less so.


When I clicked on the Mobile Apps tab, I was brought to a page that provided descriptions of the many apps that the company offers its retail and institutional clients. At the end of each app description, there are links to download the apps from either iTunes or Google Play. Makes sense, right? No, not really. When was the last time you could download an app to the desktop, or am I just missing something? Wait, the plot thickens.


I was curious to know how the company's mobile website appeared and functioned, so I went to find out. Once on the mobile website, I noticed that the bottom navigation tabs were very similar to the desktop website tabs mentioned above, including the tab titled Mobile Apps. When I touched on the Mobile Apps tab, I was brought to the exact same page that appears on the desktop version of the website. Strange, yes, but at least the offering to download apps via iTunes and Google Play makes sense in this situation.


So what's going on here? To me, it appears as though the company's marketing team is attempting to, or actually does, repurpose content. It seems as though the Mobile Apps page's content was created for both sites when, in actuality, it only works correctly on the mobile platform. Of course, time, money and resources can be saved by repurposing content, but should the user experience weigh in the balance and suffer? In my mind, it shouldn't.

As with campaigns which feature QR Codes,  my question to JPMorgan's marketing team is, did you thoroughly test the user experience and judge how well it works from the client's perspective, or did you just try to take the easy way out and work off of the lowest common denominator (i.e., the 'solution' for both desktop and mobile platforms)?

Note: I did not even get into how the design and layout of the company's mobile website seems to be a mix between mobile (top half of home page) and desktop (lower half of home page). Strange.

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