With the bevy of tablets recently released by companies like Apple, Google, and Microsoft, as well as the impending holiday season, you can bet that there are going to be a whole host of new tablet users come January. This is particularly relevant for marketers. We already know that targeting mobile users is vital to modern marketing success, but with tablets on the rise, we now have to consider targeting tablet users.
Luckily, tactics for targeting tablet users bear a striking similarity to those that target your run of the mill mobile users. Now, we’ve written about targeting tablet users in the past. But these devices are significantly more popular than they were then – in fact, the Online Publisher’s Association found that 31% of Americans own tablets – and we think it’s time for a refresh. So, here we go.
Optimizing your email design for tablet users should be one of your primary considerations. Tablets, like smartphones, come in all shapes, sizes, and resolutions. Because you’re working with so many different screens, you should consider using responsive design to give your tablet subscribers the best possible experience.
Responsive design uses a combination of HTML and CSS to create designs that automatically scale to specific resolutions, pixel widths, and screen sizes. For an incredibly detailed and elucidating look at responsive design, I recommend checking out this guide by Campaign Monitor.
According to Forrester, 85 percent of tablet owners use their tablet while watching television. Furthermore, Nielsen says that 30 percent of all tablet use happens while watching television. What does this mean for marketers?
Essentially, it means that marketers have a number of opportunities to target tablet users by bridging the chasm between tablet and TV. This could mean sending a targeted email campaign while your ad is running on TV. You could also use a mobile search campaign to target users that are searching for your product after an ad runs, or, perhaps, while they are searching for information about the programming that’s currently airing.
If you have demographic and behavioral information about a show’s audience, you could run targeted mobile display ads on the sites that a TV show’s audience frequents while that show is airing. You could even create some unique, branded content that ties a recently aired TV show to your brand, and advertise that content to tablet users. All of these strategies should work like a multichannel campaign, strengthening your brand perception and offer relevance along the way.
When targeting tablet users, it is also helpful to think about the demographic and behavioral attributes of tablet owners. These are people that have enough disposable income to purchase a relatively expensive leisure-oriented consumer electronic product. The idea that they’re primarily using their tablets when relaxing on the couch in front a TV also gives you a window into their mindset. They are relaxed and enjoying themselves. You can use these insights to create campaigns that are more targeted and more relevant, and therefore, more effective.
I hope you found these tablet targeting tips helpful. Targeting tablet users is something that’s going to take time. You need to test and analyze any campaign your run. Once you have an idea of what’s working, roll out your campaign on a large scale and reap the rewards.
Have you successfully targeted tablet users? What tactics or strategies did you use?