Two interesting trends are converging at the same time, and they are inextricably linked -- the rise of the tablet and the rise of the content marketer.
On the heels of Apple's outstanding Q2 fiscal results, it announced that it has sold more than 67 million iPads since its release two years ago, and the
iPad represents roughly 75 percent of all tablets sold. That number is only expected to grow rapidly throughout the rest of 2012 and beyond. The fact is your customers have, or will shortly have, a tablet, and their expectations for great tablet apps -- both native and HTML5 -- are very high in terms of brand experience, usability, and interactivity.
Simultaneously, all marketers (regardless if they are B2C or B2B) are realizing that they are all in the content business. Content marketing is not only one of the most discussed topics in various LinkedIn marketing groups, but it is also a frequently used headline in marketing magazines. Because most prospective buyers consume your digital content before they make a purchase decision, the content marketer's job has become center stage in most organizations.
The convergence of these trends tells us something about how mobile devices are impacting how we must operate as marketers and how consumers want to receive information from us. They want to receive information about our companies on demand. And, increasingly, that's on a tablet.
The tablet offers marketers a new canvas on which to create engaging experiences that drive deeper relationships, e-commerce, and more. According to a recent study by
Total Media, more than 52 percent of tablet users said that they would never be without one. The study also found that they are more likely to watch videos on their tablet, versus their smartphone, and that their overall consumption of rich media was much higher on tablets.
So, it's now the marketer's job to extend their brands to the tablet with deeply engaging, relevant, carefully curated, and highly interactive experiences. If you're grappling with this issue, then here are five things to keep in mind as you journey into the world of tablets.
