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Posts Tagged ‘iPad advertising’

iPad’s Effect on Online Marketing

Posted on: April 27th, 2011 by Joe Giordano No Comments

By Bryan Dreller, Senior Product Manager, Return Path

Bryan DrellerThe iPad and tablet computing is a natural extension of the mobile revolution, but designing effective email campaigns for the iPad and its tablet cousins need a different strategy. The iPad isn’t a smartphone—neither in the literal sense nor based on its size—so it’s not quite as portable as a smartphone. But it’s still more portable than a laptop and used in different times and places then traditional computers.

Despite these qualities, designing effective email marketing for this medium and audience pose their own unique challenges. Here are three tips to help you along:

  • Mobile “rules of engagement” don’t necessarily apply. In both iPhones and iPads, images are automatically enabled. This means you can expect a good open rate (if you’re measuring this with a transparent tracking pixel) and you don’t have to minimize your reliance on images. More, the iPad renders content very well. Send your emails with confidence that they’ll be viewed as intended.
  • Apps change the landscape. Tablet and mobile computing have put apps front and center.  When you send an email to a tablet user, don’t assume they are using the iPad’s native email client. For example, Gmail has a custom email app as well as a mobile webmail site that detects the reader’s device and redirects them to an iPad-optimized webmail client. The key here is testing email quality in a variety of popular viewing combinations.
  • Mine your data – In order to optimize your email, you need to find out under which circumstances your audience is reading.  In addition to, or in place of an audience survey or a focus group, consider data analysis on the information you’ve already collected from recent campaigns.  Are there more opens from tablets on Sunday afternoon or on Monday mid-morning? This variance in date and time can point towards very different behavior. Design your emails and campaigns for the mindset and place in the weekly routine your audience is most receptive.  Consider sending emails to the tablet segment in the evenings or weekends when the reader is relaxed, perhaps lounging in the yard or kicking back on the couch, and free of the urgency and demands of every day work life, and you have their full attention; at least in between bouts with Angry Birds.

When you incorporate these suggestions and continue to employ email best practices, the iPad  may feel like an email marketer’s dream. However, unless you’re absolutely confident that the iPad-optimized email you’re sending to your readers will only be viewed on an iPad, it would be a mistake to neglect the tried and true technique of designing lowest common denominator content that results in a good reader experience no matter where or what its read on. Email marketers should continue to dive deeper and monitor their own audience to determine behavioral patterns, tablet adoption rates and campaign success.

Author Bio

Bryan Dreller, Senior Product Manager at Return Path, the world’s leading email certification and reputation monitoring company, is a seasoned database marketing expert with over 10 years experience designing both technical and strategic email marketing campaigns. Bryan is focused on ensuring email works effectively for all types of senders using the latest technology and industry trends.


Online Marketing – The iPad Effect

Posted on: April 8th, 2011 by Joe Giordano No Comments

Voltage CreativeBy Wade Meredith, Online Marketing Manager, Voltage Creative

Whether you view the iPad as the the first true PC or a big phone, one thing’s for certain – they’re selling like hotcakes and ushering touch-screen computing into the mainstream right here, right now. Apple clearly has the tiger by the tail (once again) and the rest of the hardware industry is playing catch up. So how does this affect us as online marketers?

1) Design considerations are amplified: As touch interfaces come to occupy more and more of our casual and consumptive computing time, the user experience (UX) bar is being raised. The intimacy of a touch screen and the personal nature of this new class of large screen single-user devices ups user expectation when it comes to responsiveness and intuitiveness of interfaces. Poor technology implementation will hurt sales more than ever and good technology and UX implementation will show even better ROI than in other media.

Wade Meredith, Voltage Creative2) Further storefront fragmentation: Touch tablet computing is in its own category. The rules of interaction are different than that for a mobile or desktop storefront good design and responsive interfaces are more important than ever. As publishers of existing online and offline content there are hybrid solutions for getting our product onto this new platform, but as always that means sacrifices in terms of user experience. It’s decision time when choosing our platforms: go broad and hedge your bets at the expense of UX. Or go deep and create a home run in a limited market? I’m advocating for the second approach here. The iPad will most likely be a limited market-Android will win the mobile computing platform race to the bottom, but is the bottom where you want to be, too? Apple is the most profitable computer company in the world and they only command about 7% of the PC market. That’s where I want to be.

3) iGorrila in the Room? Where are the iPad competitors? What if they aren’t coming? Or more realistically they are, but what if they never actually compete? Is the iPad another market dominator like the iPod was? For almost an entire decade Apple owned the portable music player market to the tune of 75%+ market share. One competitor after another was trotted out against the iPod and lost miserably in spite of superior spec sheets and sometimes even pricing. (Remember how UX is so important with these personal devices? A superior spec sheet does not make for good UX.) Is that the road we’re going down with tablet computing? What are the ramifications of an Apple-dominated touch screen tablet market for online marketers?

  • Positive: One platform means less guesswork and faster quality assurance for development and deployment.
  • Negative: It also means you’re beholden to a hardware and software ecosystem monopoly. A fairly benevolent one so far, but what about when (not if) that changes?

These are exciting or terrifying times to be in publishing depending on your point of view. For the iPad, this is the bottom of the first in a game that will surely go into extra innings. We’re just now seeing the effects of this new wave of portable and intensely personal computing. These preliminary observations are, just that-preliminary-but it’s a good place to start exploring your strategy.

Author Bio

Since 2004 Wade Meredith has worked as a Web Architect, Search Engine Marketing Manager and is currently the Online Marketing Manager at Voltage Creative in Kansas City. Wade has consulted with fortune 500 firms like Dell, Sprint and Hallmark as well as smaller mom and pop businesses and non-profit organizations of all sizes. He specializes in user interface design and online marketing strategy for desktop, search, social and mobile.


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