On April 3, 2015, Apple officially announced the release of their long-awaited iPad Pro. The new device offered the same incredible Multi-Touch display as the previous generation, but with a much faster processor and tons of onboard storage.
Days later, Google followed suit and officially announced the release of the Google Pixel. Both the iPad Pro and Google Pixel represent a complete shift away from the traditional PC and mobile phone, and toward tablets and laptops as the primary computing device. The appeal of these two brands and their associated products lie primarily in their design and portability, as they offer the same functionality as traditional PCs but in a more streamlined and convenient package. As a result, they’ve increased consumer interest in tablets and laptops – especially as individuals are increasingly using these devices to consume content online. But what is the full impact of these new tablets and laptops on traditional and online marketing?
If we’re looking at the entire ecosystem of computing devices and the associated marketing changes that occurred as a result of the introduction of the iPad Pro and Google Pixel, it’s clear that these new products and their subsequent rise in popularity had a monumental impact on marketing and digital marketing as we know it.
The takeaway here is that tablets and laptops now play a crucial role in our daily lives. They’re used for work, leisure, and even some of the most sophisticated applications, such as digital marketing and advertising. As a result, marketers must take into consideration not only the way consumers perceive their products but also the various devices and platforms through which they consume content. This makes the subject of mobile marketing a bit more complex, but that’s a discussion for another day.
Traditional and Online Marketing
Although the iPad Pro and Google Pixel represent a massive shift toward mobile marketing, the digital marketing industry has always had a strong foothold on the web. In fact, many large firms and marketing agencies have had a presence in the online world for decades.
As a result, the changes that occurred due to the rise of mobile marketing and the associated shift to mobile-first content don’t represent a complete overhaul of digital marketing as we know it. Yet, for the most part, these changes are a net positive for marketers. Gone are the days of heavy desktop usage as people now expect to access content and engage with businesses, brands, and agencies online from anywhere at any time. With the rise of responsive design and increased content consumption online through mobile apps, blogs, and social media, brands can ensure their marketing messages are always accessible and relevant to their audiences.
Attracting, Capturing, Converting, and Retaining Customers
One of the primary challenges that traditional marketers face is attracting, capturing, and retaining customers. The days of relying on point-of-sale purchases to generate leads and grow a business are long gone. With the introduction of the iPad Pro and Google Pixel, these devices serve as constant reminders that a business’ marketing efforts should no longer be limited to just their product or service. Instead, they should aim to impress, engage, and convert those visitors into paying customers – whether those customers are existing customers or potential new customers.
In a nutshell, the rise of mobile marketing has led to a complete rethinking of how businesses engage with prospective and existing customers. As people increasingly choose to access business websites and emails on their mobile devices and perform purchases on the go, online marketing and e-commerce have shifted to fit the mobile consumer.
Product Awareness and Education
Additionally, as people have adjusted to using tablets and laptops for day-to-day activities, they’ve become more aware of their product usage. Today, consumers are more likely to research products and associated terms before purchasing them – especially if those products are connected to health concerns or product safety. This trend is often cited as the rise of the “know-now” buyer.
For marketers, this means that instead of focusing on pushing products to consumers, they should now aim to educate and inform the people that they communicate with – whether they’re customers, potential customers, or fellow members of the community. In today’s world, digital marketing and advertising are often used to drive product awareness and education.
Brand and Marketing Image
For years, brands have built their identities and cultivated strong relationships with consumers – often relying on television commercials, print ads, and point-of-sale signs to get their products in front of as many people as possible. While these methods of marketing remain incredibly effective, thanks in large part to the ease with which consumers can avoid, delete, or avoid paying attention to commercials and advertisements, brand awareness and marketing image are now defined by a business’ online presence.
With the rise of mobile marketing and the associated shift to mobile-first content, brand awareness and marketing image are now defined by a business’ online presence – whether that online presence is accessed through a mobile device or a desktop.
Certainly, many factors contribute to a company’s marketing success, and the type of device through which content is accessed and a business’ website URL are but a couple of these factors. But regardless of the device or platform used to access a business’ content or website, the general approach to take is the same: find the people who could become customers and educate them about the benefits of your product.
Thanks to the iPad Pro and Google Pixel, the way we access, engage with, and respond to content has completely changed. Gone are the days of desktop usage, as people now expect to access and engage with businesses, brands, and agencies online through their mobile devices. This makes the subject of mobile marketing rather broad, and it goes beyond the realm of digital marketing and into the world of technology, society, and business. Yet, for the most part, these changes are a welcome revolution that allows marketers to connect with customers whenever and wherever they choose.