The Role of Tablets in Multi-Channel Marketing
With the world of computing growing more portable, it is to be expected that marketing strategies would need to adapt. When the iPad became an overnight success, the appeal of tablets grew clear, and that sparked many lines of similar devices with broad functionality. As a result, it is now as important to market to tablet users as it is to market to smartphone users. This necessity brings a whole new host of considerations for marketing professionals, though it also means brand new opportunities.
Tablets for Marketers
Aside from devising marketing strategies targeted for tablet users, it is important to consider the ways in which these devices can be used by marketing personnel directly. As tablets grow in power and versatility, they are capable of more complex usage than previous generations of devices. Marketing professionals have more tools at their fingertips when they are away from their everyday computers, which can be handy for active personnel. Ultra portability does not have to mean sacrificing functionality.
If the company has sufficient resources, this functionality can come in the form of custom tools. Alternatively, it can be accomplished through commercial apps built for marketing personnel. In either case, the users must determine which of the multi-channel marketing management options are most useful on a mobile device. Ideally, an app or web-based tool that can be used on a tablet browser would allow marketing professional to manage any of the marketing channels.
It can also be helpful for marketing professionals to explore the variety of tablets on the market. Understanding the capabilities of the popular devices helps organizations to maximize opportunities in appealing to the users. App availability, power capabilities and screen sizes across models are some of the crucial specifications to consider when determining the optimal approaches in marketing to tablet users.
Tablets for Consumers
In considering multi-channel marketing to tablet users, it is important to look at what makes the tablet experience valuable to customers who use these devices for relevant purchases. Marketers can then tailor their campaigns and strategies to meet the needs and preferences the customers. Avenues for opportunities include web, email, SMS, Facebook and Twitter.
Marketers must also keep in mind that tablet users are not always mobile. Smaller devices certainly do find widespread usage in mobile settings, but a surprising number of tablet users engage in casual Internet activities, including browsing and buying, at home or in work settings. Before heavily investing in a marketing path that assumes mobility as a buying factor, it is important for each business to carefully examine the connection methods of target demographics. Demographic data will often reveal habits that vary from those of smart phone users.
Another factor to keep in mind when marketing to tablet users is that of the demographics of tablet buyers. Users of specific tablets might be more inclined to buy some products more than others. When the product marketed is on the higher end of the pricing scale, it is a good idea to gather statistical data on the typical tablet users who might buy the product.
When marketing professionals have management tools at their disposal on their own tablets, they are more prepared to effectively cultivate business from consumers who are tablet users. Effective tools can help them to craft their strategies toward their selected target markets. Smart use of their tools leads to successful results in marketing efforts.