So our series in top do's and don'ts in new media continues today, with some practical advice for developing a tablet strategy. Now a just released eMarketer report on iPads and tablets says consumers are often drawn to the device--41% of them--for online shopping. So if you have anything to sell, it would make sense to have an iPad strategy.
So I asked Andrew Solmssen, who is L.A. Managing Director of media agency WPP's Interactive Division, for his top three do's and don'ts for tablet marketing, and they apply to any brand--small or large.
Top 3 Do's & Don'ts for Tablet Marketing Strategies
Plan For Multiple Tablet Platforms
- Do make your tablet app work on different platforms, which means using HTML5 so it can work on Google tablets, the iPad, the Playbook, and others.
- Don't mistake an iPad app as a revenue channel. You need to give it away, because it's job is to market your business.
Use The Tablet Capabilities For An Overall Brand Experience
- Do make your tablet experience special. Take advantage of the fun features of the platform, the eye candy--zooming around, expanding the screen.
- Don't make your app a standalone experience. You really need to make sure it fits into an overall campaign or brand experience.
Update Frequently, Don't Just Advertise
- Do update religiously. The App Store makes it easy, and consumers expect it now.
- Don't make an app that's just an ad for your company. It needs to do something like offer a shopping experience as HSN has done or approximate your catalog like Lands End.