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The year is drawing to a close, and I'm amazed at how digital technology now impacts my daily routine –in ways I couldn't have imagined just 12 months ago.
These days, I'm never without my smartphone. Earlier this year, I "cut the cord" with my cable provider at home, which means now I watch TV only online. And now, I use my iPad as much as (or maybe even more than) I use my laptop for business. My iPad helps me manage my marketing team with access to content, spend and campaign information and reports.
Of course, I'm not the only marketer to feel the impact of technology in my daily business life; technology is rapidly transforming marketing for all of us. Digital channels are proliferating. Digital data analysis has become a must-have. And over the past year, several innovative high-tech tools have emerged, too. Many marketers are now using sophisticated marketing software systems and new tablet computers, such as Apple's iPad.
How will all this technology impact our industry in the year ahead? Which high-tech strategy best fits your team?
Last week, I discussed these issues with Dave Sutton, who is founder of TopRight Strategic Marketing, co-author of Enterprise Marketing Management: The New Science of Marketing, and a thought leader regarding technology and marketing. We focused specifically on the iPad, which Dave describes as a "killer platform" poised to revolutionize the way marketers do their jobs. Here are some highlights from our conversation:
LA: Dave, you have said that you think the iPad is much more than a fad, and that it actually signals the beginning of a transformative era for business computing. What makes this device so revolutionary?
DS: I believe that the iPad is revolutionary because it has the potential to enable entirely new business strategies. The iPad is unique because it represents:
- Technology convergence. Tablet formats combine advanced processors and high resolution with mobility, portability and affordability.
- A form factor shift. With more than three million units sold in the first quarter after launch, it's clear that consumers have embraced not only the iPad's design quality, but also its versatility and intuitive usability.
- The maturity of iPad app development. Both consumers and businesses are now hungry for apps, and the app development community is robust, mature and credible.
LA: More specifically, how does the iPad impact marketing?
DS: The iPad and other new tablet technologies are much more than personal productivity improvement devices. Already, marketers are using iPads to create new customer experiences, monetize assets in new ways and solve complex, intractable business problems. Marketers are typically tasked with answering what I like to call "the five Qs:" Who are your customers? Where are they? What are they buying? When do they buy? How do they buy? Traditionally, technology has been able to help us answer one, two, or maybe three of these questions at a time. But, now the iPad can help us answer all of them at once. Consumers can use the iPad to provide feedback to our marketing messages. That means marketing no longer has to debate the tradeoffs of "push" versus "pull" tactics. The iPad is the embodiment of push and pull in one device. It empowers consumers, enhances the customer experience and gives marketers invaluable insight into buying behaviors.
LA: Can you give some examples? How are businesses using iPads to empower consumers?
DS: Right now, the technology is still very new, and because of that, many businesses are allowing consumers to "borrow" iPads on-site. For instance, a restaurant group we profile in our recent white paper allows customers to browse the "iCellar" and make their wine selection using an iPad. However, as tablet technologies become increasingly ubiquitous, we'll be seeing that consumers will use their own devices for individual or self-guided customer experiences (much as consumers use smartphones now). Point-of-sale is evolving from transactional to more interactive and experiential, and iPads will play an increasingly prominent role. As an example, imagine how iPads can enhance product visualization. You can literally see yourself sitting in the chair you are considering to purchase for your home and view it with different fabrics or accessories surrounding you. Then, you can save those images for comparison, future reference, or to share through email or social media hooks. Tablet technology is also likely to transform other aspects of the customer experience, such as payment processing, loyalty programs and location-specific offers, too. In B2B, marketers are using iPads to help educate prospects, capture sales information and open dialogue both internally and externally. Pharmaceutical companies and medical device manufacturers, in particular, are already using iPads to detail prescribers, track sales activity and support sales force effectiveness training.
LA: What major tablet computer trends do you see emerging in the year ahead?
DS: I think we are going to see more attention focused on location-based offers and promotions. As tablet technology becomes even more popular, marketers will leverage location knowledge to target messages "in the moment." Also, look for an explosion of custom app development. Up until now, developers have concentrated on consumer apps, but now companies need apps, too. Companies want apps that differentiate them in the marketplace, support specific business models and align with their particular marketing strategies. Lastly, in the year ahead, we are going to see a variety of "me-too" competitors entering the market. Among these, it's going to be interesting to see if anyone is going to challenge Apple's control of operating system technology. If not, Apple iOS and Google Android will probably remain the dominant players.
LA: How can marketers decide which technology is best suited to their strategy?
DS: There are no simple answers to that question. This technology is not one-size-fits-all. It's important to think in terms of questions such as, "What problems can the iPad solve for us or our customers?" and "How will this technology align with our overall business strategy?" You also have to remember that you will need to address concerns about data security, privacy, maintenance and support. My best advice is to proceed thoughtfully and methodically. There's no doubt that the iPad has the potential to be a transformational force, but you have to make sure that you optimize it for your business strategies and processes.
Thanks to Lisa Arthur - The Marketing Revolution / Blogs Forbes
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