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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