The biggest app-marketing challenge of all is to sell something that can actually be used on people’s phones, says Alex Matson, the co-founder and CEO of app startup Recode.
He is one of several high-profile tech entrepreneurs and entrepreneurs who have joined the chorus of voices calling for a new type of app to compete with Google.
“We’ve had a lot of success, but I think the challenge is, how do you do that?,” he says.
“If you’re looking for a way to get people to go to your website, and you’re trying to convince them that you have an app for their phone, you’ve got a problem.
And I think we’ve hit the wall.”
Matson thinks the best app will be one that is “unique and original.”
One way to do that is by offering users an app that is free.
He suggests a new genre of “experimental apps,” apps that “do something completely different” from the normal app experience, and that are “in a space where people are still going to be using it, and where there’s still value for them.”
That’s what Matson and other innovators are calling for.
But the idea that apps are the future of digital advertising is not the same as what advertisers have been saying for decades.
“The only thing I would say is that the future is not for advertising,” says John Sargent, an entrepreneur and co-creator of Google Play, a music and video streaming service.
“It’s for the new internet.
The internet is what the people are going to have.
If you don’t have that, you don the internet.”
Sargment says that while advertising has changed the way people consume and interact with content online, advertising has never been the only way to deliver ads.
“I think the advertising model is a failure,” he adds.
“In some sense, it’s a failure because it doesn’t have a long-term strategy.
It’s not based on real information.”
In a recent Wall Street Journal article, Matson notes that, “Advertising has been in the digital economy for a long time, but it has never really been a big part of the overall economy.”
He says it’s important to distinguish between advertising and other digital products.
“You don’t need to have a brand,” he explains.
“There are plenty of people who are doing this on their own.”
Mashing up the old and new advertising model can create something that is unique and original, says Matson.
“What I’d like to see is an app where you can have all these different things that are going on in the market at once, and there’s a single product that you can tap into and tap into different ways of doing something,” he added.
“A phone app is going to stand out. “
For example, if you’re doing a phone app, you’re not really going to get much traction in one app or one phone,” he notes.
“A phone app is going to stand out.
But if you do a phone ad, it will stand out, too.”
Matsumoto says the key to a successful app is to “be different.”
That means being original and making your app stand out from the rest.
The more different you make something, the more interesting it is.
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If you’re interested in finding out more about Matson’s vision for a future where people use apps differently than they do now, you can visit Recode at Recode HQ.
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More from Recode: The future of tech, including the future tech companies, is being written in code, writes Tim Worstall.
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