Posted by: Laura Phillips Garner | April 6, 2010

Not Enough To Be Cool: iPad Cache Must Have ROI

It’s a given that marketers already are out there trying to figure out how to best use the features of the iPad to market their products. They are ready to pump out Apps, ebooks, videos and advergames and jump on buying ad space on Web sites designed for the iPad–like MSN’s Glo–as soon as they are available.

That’s not surprising since Apple sold more than 300,000 iPads in its first official day on the market. Also, iPad users downloaded more than 1 million apps from Apple App’s store and more than 250,000 ebooks from its iBookstore on that first day.

What brand doesn’t want to be part of the iPad phenomenon? Any type of marketing designed just for the iPad immediately has cool associated with it.

Hopefully, cooler heads will prevail. All of these media for iPad are wonderful opportunities to promote brands to their target audiences. The kicker: Research. Marketers needs to know if their brands’ target audiences are using iPads. They need to know how their target audiences are using iPads and why so they can create media that not only reminds consumers of their brands and associates it with cool via the iPad but also benefits the consumer, so they will:

a) use the iPad media,
b) not be annoyed by the iPad media, and
c) share the iPad media with their friends.

Bottom line: Go ahead, marketers. Have fun playing with iPads and dreaming up great ideas for showing off your companies’ brands on the device, especially since your CEOs probably are inquiring about when your companies are going to show up in the Apple Apps store. But, like with any other form of digital or traditional media, be sure to conduct the proper marketing research and planning that integrates this one communications channel into an overarching integrated marketing communications plan with goals, strategies, tactics and measures of success.

Reinforcing the brand while driving results is the point of any marketing tactic. Being able to say the company has a fancy new iPad app is not ROI.

However, it is great cocktail conversation. Especially, if you are carrying an iPad with you so you can show everybody.

–Laura Phillips Garner

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Responses

  1. Hi,

    Very significant perspective to bring to the current iPad mania. The iPad is new and cool, but what does usage look like long term. On Twitter this weekend, it seemed every other tweet was heralding this device. What will tweeters (and others) be saying a month from now, a year from now?

    Regards, Mark


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