Oh, the mysterious device no one quite knows how to use. Tablets are undoubtedly a cool, breakaway phenomenon. But, they straddle this uncomfortable position between productivity and media consumption.
The debate continues further, when some tech luminaries make the claim that tablets will replace smartphones and personal computers as our primary devices. That’s an interesting concept, until you try to write a blog or business proposal with the touchscreen keyboard.
While I (and my back) hope that I may only have to lug a tablet to work in the near future, my gut says that tablets’ primary use will be media consumption for some time. Windows Surface may alter that paradigm, considering that MS Office is still the most widely used suite of office tools.
But, when viewed in a media consumption context, tablets present a unique opportunity for digital marketers. Here’s how you can market to tablet users.
Optimize for Touch
While some tablet users may take that extra step and connect a Bluetooth mouse to their tablet, most users will stick with the touch interface. That means optimizing landing pages, sites, and email for mobile users. But that optimization differs from smartphone optimization.
Tablets give you more screen real estate, and oftentimes, tablet screens have higher resolution than smartphones. This means you have more room to present content, images, and calls to action. But you still need to remember to space links appropriately, use larger than normal buttons, and limit your form fields so you’re only asking for essential information.
Tablet users are browsing the internet, checking email, updating social networks, and playing games all from their couches, kitchen tables, and beds. So, time your offers to align with when people are in those locations and doing those activities. That means morning, but more likely early to late evening.
Sometimes, delivering an email at just the right time is all it takes to convert a lead. You can also time your social, search, and display ads to align with the times that your prospects or customers are on their tablets. Many tablet owners are using their device while also watching TV. You could see increased conversions if you can coordinate your digital offers with any DRTV or other TV ads you may be running.
Tablets present an opportunity to wow your customers with rich content. Consider using videos to market your product. You can also use videos on any landing pages and/or thank you pages you might use. If you have the resources, considering building an app for your ecommerce store, or build one that delivers a branded, interactive experience.
At the very least, optimize your site for tablet users. That means striking visual appeal. Navigation should also be simple. Space your links appropriately, and be careful with drop down menus and other navigation elements. Include CTAs that are noticeable and easy to act on. Make it simple for people to complete a purchase.
Tablets are a new channel that’s growing fast. Right now, the ground is fertile for testing a variety of marketing strategies aimed at capitalizing on these users. Remember to use analytics to measure and test various marketing strategies until you find the combination that works best for your audience.