The Interactive Advertising Bureau will release a buying guide for consumers looking to purchase tablets, it announced on Wednesday at its MIXX Conference & Expo in New York. With more devices entering the market, consumers will soon begin experimenting with which works best for them, and marketers should similarly attempt to identify which devices offer the most value in terms of reaching their on-the-go audiences.
Rising tablet interest signifies the need to develop marketing strategies capable of adapting to different mobile device types seamlessly. Developing diverse SEO strategies aimed at driving traffic to a website has helped countless organizations improve conversion. However, if mobile users cannot access a certain elements of a page because a site isn’t mobile-friendly, they’re less likely to convert. Therefore, marketers must work with web developers to ensure that their website in entirely accessible on a mobile device.
“As the role of tablets in consumers’ lives continues to grow, advertisers are quickly moving to incorporate tablet advertising into their marketing plans,” Anna Bager, vice president and general manager of the IAB Mobile Marketing Center of Excellence, said in a release. “Tablets today combine the best of both worlds of interactive media devices – the large screen, hardware power and flexibility of PCs and the intimacy, always-availability and simplicity of smartphones.”
Brafton reported last month that tablets are expected to become a primary computing device in both the enterprise and consumer sectors by 2016 with shipment expectations reaching 250 million. Preparing strategies now will help companies leverage the platform for marketing gains as tablet ownership grows.
