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Why Your 2012 Marketing Plan Needs Tablets

Tuesday, January 24, 2012

Author: Michelle McGinnis

Does your marketing plan include the iPad? Or the Kindle Fire? Or a Nook?

If not, you might want to revisit that marketing plan.

The holiday shopping season was a boon for the tablet market. Ownership of tablet computers in the U.S. virtually doubled from 10% to 19% between mid-December and early January, according to a report the Pew Research Center’s Internet & American Life Project released yesterday.tablet-marketing

As Marketing Land noted, if representative of the overall American population, than 44.6 million people now own tablets.


Even more significant may be the demographics of people that own these tablets. Of the tablet owners, 51% were between the ages of 18- and 49-years old. The majority (31%) have college degree and make $75,000 or more a year (36%).ipad-marketing

Clearly, the people grabbing tablets are right in most marketers’ sweet spot.

So what does this mean for marketers, particularly B2B marketers?

Well, for one, the consumerization of the enterprise is continuing its forward march.

Secondly, it means that as the taste for tablets in the consumer market continues to grow, marketers will need to adapt with tactics that closely involve the tablet will also grow. The need for content and messaging designed for tablets will be in higher demand. Marketers will need to develop more apps designed with the tablet user experience in mind.

So if your marketing plan for the year going forward isn’t tailored for the tablet fan, you might want to take another look at it.

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