In the digital era of web-based and mobile applications, it is crucial for companies to
provide relevant information, interactive content and immediate gratication to users at the
point of need. Through these applications, companies establish two-way communicationwith their audience while also providing entertainment, utility and product information.With more than 500 million active users, if Facebook were a country it would soon have thebiggest population in the world. Every month users send over 700 billion minutes onFacebook and more then 70% of users engage in platform applications. Everyday, theFacebook community installs 20 million applications. Due to the skyrocketing amounts ofuser activity, establishing a strong presence on Facebook that will build relationships withkey audiences and encourage repeat engagement is vital for companies.Iphone applications are also a primary source of relationship building. With 30 millionIphone application downloads per day and growing, this mobile platform providesconnivence and accessibility for consumers. The consistent growth in applicationdownloads is driven by a fast-growing number of smartphone users, which industryresearchers estimate will increase from about 100 million in 2010 to nearly 1 billion by2013. In fact mobile research specialists say the global smartphone market is expect togrow 49.2% in 2011. Corporations have the responsibility to tap into the growing market,and fast. Compared to 10 percent in 2009, 62 percent of Fortune 50 companies now
utilize a mobile website or application. As companies realize mobile benets, applications
are becoming vital in an organization's marketingPriding itself on being approachable, culinary experts in kitchenware, Calphalon wasestablished in 1963 and has been enhancing the home chef’s experience ever since. Withnumerous lines of cookware, utensils and accessories the Calphalon brand has enrichedthe everyday kitchen experience. While the company excels providing top of line productsto customers, their development of a new media and online presence has been a gradualprocess.When their website launched in 2010, the company displayed their intention to becomemore accessible through their slogan,"Click. Buy. Cook." They arranged their website witha focus on easy navigation to product lines for wedding registries and general purchases.Currently, the site also has a few customer and brand relationship-building elementsproduct support, cooking tips and recipes. With greater new media presence on mobile andonline applications, these consumer-friendly concepts can be expanded to enhance theresults.