Tuesday, May 1, 2012

How can marketers use tablets?

Apart from the obvious value for retailers, tablets offer plenty of opportunity for marketers.

Here are a few suggestions…

Branded apps

Branded apps have been popular on the iPhone, and there are a number of success stories, in terms of downloads and reach. 
Apps provide a way to gain more coverage for the brand, but the best apps go beyond simple advertising, and actually provide products that are useful for people.  
These are the sorts of apps that will be used time and time again. Nike’s Football+ iPad app is one great example of this. It’s an app aimed at football coaches, which provides training schedules, video demonstrations, and tools to analyse players’ performance.  
Branded apps like this are more useful and reusable, and can play a more integral role in the consumer’s life. 

Display advertising

Whether delivered via the internet, or through apps, tablets are well suited to display advertising. Advertisers can create attractive and compelling ads, while the device allows users to quickly interact with ads. 
Advertisers can recreate magazine-style full-page ads with quality photography, but can also grab users’ attention with animation, video, and other interactive features. 

Email marketing 

Unlike when users access email via laptops and PCs, there may well be fewer distractions for tablet users, since it isn’t primarily a work machine, while users can only view one application at a time. 
Also, email is easy to view and read on a tablet, so it offers an excellent experience for the user, who is likely to spend more time reading emails as a result. 
Email marketers need to think about how they will tailor emails for tablet users. Since it is a touch screen device, placement and size of links and call to action buttons need to be large enough for users to select. 

In-app advertising

The iPad has been seen as a potential saviour by publishers eager to find new ways to monetise their content, and a number have already launched apps for the device. 
This provides opportunities for advertisers too, as there is the potential for advertisers to be more creative with ads on iPad apps, and users can quickly be sent to a landing page to complete a purchase or registration. 
So far, the stats are promising for marketers. According to mobile ad exchange network operator Mobclix, iPad apps have a five times higher ECPM than iPhone apps, while a textPlus report found that ad interactions on iPads are about six times longer than comparable desktop interactions. 

Search advertising  

People will be using search engines on tablets just as they do on the web in general, so the same opportunities exist for marketers who can get their brand to the top of natural listings or appeal to users through paid search.  
Since many tablet owners will be using the device on the move, there are opportunities to deliver highly relevant results and appeal to users through geo-targeting. 
Again, Apple’s aversion to Flash means that videos within search results, as well as landing pages, need to be optimised for the iPad.  

TV advertising 

With more than 50% of tablet interactions taking place in front of the TV, and the greater propensity of owners to use their device in conjunction with the television, this provides opportunities for TV advertisers.  
A tablet on the customer’s lap is a great quick response mechanism if the user is interested in your ad, and wants to find out more about the product and service on offer. 
By using clear search calls to action, or easy to remember URLs in ads, as well as optimised landing pages, advertisers can make the most of any tablet traffic driven by TV ads. 

Video advertising

Whether on the YouTube app, through the browser, and via apps, marketers can target tablet users through video advertising. 
Tablet screens are well suited to viewing videos, and videos can easily be embedded into ads within apps. The lean back nature of the device means that customers may be more receptive to viewing video.
Indeed, stats suggest this, as 67% of iPad users complete video ads compared to 53% of desktop video viewers.

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