Don't Confuse Tablet And Mobile Marketing

Too many marketing leaders still lump tablets and smartphones into the same mobile bucket. That’s a mistake. Why? Because tablets are not primarily mobile devices. Instead, they are mostly used within the home. Marketing leaders must create a differentiated tablet experience or risk dissatisfying their best customers and missing opportunities to engage when customers discover and explore their products.

Here are the key takeaways from new research I conducted in the past few months:

  • Tablet marketing matters. Tablet marketing enables marketers to engage with influential customers who spend less time on PCs and print media. People use tablets differently from smartphones, requiring marketers to adapt their approach.
  • Marketers should use tablets to enhance discovery and depth in the digital home. Marketers will see the benefits of designing immersive tablet experiences for people discovering and researching their brands and products. They should use search marketing to drive better conversion rates and tablet commerce. And they should maximize TV ads by creating tablet extensions for multitaskers as well as creating new marketing experiences in the digital home.
  • Shift to contextual marketing. Most of us have only had mobile phones for, at most, 12 years. I have already explained here why we’re all mobile teens, figuring out our relationships with others and with brands. Unsurprisingly, marketers face challenges integrating mobile and tablet in the mix. It’s time to stop thinking about devices and instead shift to thinking about contextual marketing.

Clients who want to know more about how to create a differentiated tablet experience can download my new report, “Don’t Confuse Tablet And Mobile Marketing,” here.


Totally agree, Thomas. I

Totally agree, Thomas. I have found it helpful to distinguish between "Mobile" and "Portable". Those are different experiences and different moments for consumers (users).

As manufacturers launch new devices, we may need different labels, but I agree -- "mobile" is too broad a description for these different experiences.

Small, Medium, Large

What about "phablets" like my Samsung Galaxy Note II which I use much more expansively than I ever did my iPhone.

Feature-loaded sizes in between are poised to proliferate.

Will strategy be defined by device, size, location of use, movement?

Carol Spieckerman

Hi Carol, Thanks for your

Hi Carol,

Thanks for your comment. I think "phablets" are more supersized smartphones but we'll see an increasing number of from factors and blurring lines between smartphones, tablets and other connected devices.

At the end of the day, strategy will be defined not so much by the screen size but more of the contextual needs of your core target audiences.

Happy to continue the conversation by e-mail or phone if you want to chat more.



The consumer will decide

Right on, Thomas. We check our phones in short bursts. Tablets provide a much more pleasurable user experience, and as we've seen, they are becoming the de facto computing device for a growing number of users who previously spent every digital moment tethered to a desktop or encumbered by a comparatively bulky laptop.

Phablets, in my opinion, may forever address a niche audience. More fun to browse and play on than a typical smartphone, but lacking the real estate to provide a comfortable typing platform and less conducive to truly enjoying multimedia-rich web experiences. And honestly, I don't like the way they look pressed against the side of a person's face.

Still, all these form factors and more (hybrids, for instance) mean more choices for the discriminating user. Increasingly, there's something for everyone (unless you only buy iOS devices, in which case, your choices are significantly more limited).

Thanks for spamming, Namrata

In the interest of keeping things to the point, and with respect to Ms. Mahadik, I'm hoping the author of this article considers the true nature of the above post, especially the poster's SEO role at the site she linked to, and chooses to remove it.