Adapting Marketing Yet Again — This Time For The iPad And Other Tablets

You are the CMO or the head of marketing for your company, and you’ve just finalized your social media plans for 2011 at the request of the CEO. Despite the unknowns out there, you are comfortable with your target audience, your message, your content plan, and the platforms you will use. You’ve even got a great candidate who loves the brand and wants to be the evangelist. But last week, your social media evangelist brought you an iPad to try out. You take it home for the weekend, you use it nonstop, and now you are thinking, “Where does this fit in my plans for next year?” While 2011 will see huge growth in spending on mobile advertising, and the display and search markets are back on track from the semi-slump of 2009, where does the iPad and other tablets to be announced from Google, Dell, Nokia, and others fit into your plans?

From a marketer’s perspective, the Web browser is pretty well understood — targeted banner ads that ideally would be integrated into content so as not to be intrusive. Mobile is getting cooler, and the ad platform to support visible ads on small screens is in the hands of the two (now) most popular smartphone platforms, Apple and Android. But this tablet segment seems to be gaining traction as a platform for what marketers dream of:

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Welcome To The “New Brand Experience Lab”

Once a consultant, always a consultant.

Having spent my entire 15-year career in the “advice giving” industry, between management consulting and advertising, I have found that the best advice is pragmatic, forward-thinking, grounded in research, and relevant to your needs. Relevance being the most important ingredient.

And the best way for me to provide relevant advice is to listen to your needs. 

So the purpose of my blog will be as much about understanding the issues and concerns of CMOs and Marketing Leaders as it will be about providing advice.

Coverage areas and topics I’m interested in.

Speaking of relevance, here are the topics that are relevant to me:

  • I’ll be primarily focused on helping CMOs and Marketing Leadership Professionals create the new brand experience. In order to create the new brand experience, I will be challenging the standard assumptions about brand strategy, positioning, and integrated marketing strategy. That means I will be taking a broad look across the entire marketing mix to create new synergies between the Product, Price, Place, and Promotion. In particular, I will focus on helping marketers leverage emerging digital trends, capabilities, and technologies to enable the new brand experience.
  • Secondarily, I will be focusing on helping marketers optimize their agency relationships to create the new brand experience – whether through brainstorming, benchmarking, digital thought leadership, consumer insights, digital strategies, or even agency selection.
  • Finally, I will be focusing on helping marketers adapt their organization so they can deliver the new brand experience.

What you can expect from my blog.

It’s a place where we will:

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