The Marketing Corner: Tablets and Smartphones as Marketing Tools

By Adele Lassere Created: June 29, 2012 Last Updated: July 4, 2012
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A journalist tries the new Nexus 7 tablet at Google's Developers Conference in San Francisco on June 27. (Mathew Sumner/Getty Images)

A journalist tries the new Nexus 7 tablet at Google's Developers Conference in San Francisco on June 27. (Mathew Sumner/Getty Images)

Tablet computers are becoming quite popular with consumers. Given the fast adoption rate, this device has reached scale within the marketplace.

Now, key behavioral patterns are being realized with tablet usage. Viewing video or television content has become commonplace on devices such as the Apple iPad and other tablets running the Google Android platform. When compared to smartphone owners, tablet users find the larger screen of this device more advantageous for video/television consumption.

Can real differences be gleaned on who tablet owners are, compared to the smartphone owners? Yes. Tablet owners are more likely to:

• Skew female

• Be in the upper-income levels

• Skew slightly older than the smartphone user (stands to reason when you factor in both the higher cost and people’s eyesight decreasing with age)

Just what does this mean for small-business owners? Small-business owners should ensure that your website supports the tablet device too.

Take advantage of the frequency with which these tablet owners are online—many have mobile data on their tablets—and develop a plan to communicate with them. Also, if it makes sense for your business, look at developing an application (app) so users can quickly access your website. Let’s be clear, apps do not always make sense for every business. So, before you jump in make sure this is the right thing for your business.

Another avenue to tap into the connectivity of tablet users is to offer loyalty programs. It’s a way to encourage repeat business. Consider offering special incentives that are only available to those online consumers.

Consumers like to feel special and want good customer service. Every effort you make to cater to the consumer, consumers will eventually take note, and ideally spread the word on your behalf. Good press can’t be bought!

Adele Lassere is a marketing/advertising consultant with 20+ years of experience, freelance writer, and soon to be published author of “Elements of Buying: A How To Advertising Reference Guide for Business Owners.” Adele was recently listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising. Contact:

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