When I got my first tablet over a year ago, a Kindle Fire (I’m more of an Amazon guy than an Apple guy), I was struck by the experience. The Fire, which I have since upgraded to the new larger HD version, is really more of a multi-meida content consumption device than a general purpose tablet. And that idea got me thinking, how could we use this in technology marketing?
While its largely a given that Web sites need to be optomized for mobile viewing (or applications created for that purpose), the early stage of these has largely been about making things work on that medium rather than creating optimal experiences because of the medium.
Elements of the possibilities are present in the Kindle reading app. I can highlight a word and get a definition from an integrated dictionary or have a Web search executed on my behalf. But that only scratches the surface. Imagine a reference to music in a text, and the song automatically starts playing in the background. A mystery that includes the need to follow a map, and you being able to “see that map” and where characters have been and where they should go.
While these examples may not apply to technology marketing, they do illustrate the possibilities. As a technology marketer, there is often a need to mix text, video, application, and other interactive content to get points across and deliver value. Tablets are devices designed specifically for that mixed media world. Instead of just porting content and marketing tools to tablets, it is time to optimize for that world
Are you doing that? I’d love to hear from technology providers that are using tablet-based marketing to do innovative things to build awareness, brand commitment, and differentiation. The tools are there to make that happen.
Comments or opinions expressed on this blog are those of the individual contributors only, and do not necessarily represent the views of Gartner, Inc. or its management. Readers may copy and redistribute blog postings on other blogs, or otherwise for private, non-commercial or journalistic purposes, with attribution to Gartner. This content may not be used for any other purposes in any other formats or media. The content on this blog is provided on an "as-is" basis. Gartner shall not be liable for any damages whatsoever arising out of the content or use of this blog.